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Framework for Mobile Marketing: The Locales Framework

Framework for Mobile Marketing: The Locales Framework

Dennis Lee, Ralf Muhlberger, Mark Brown
Copyright: © 2010 |Pages: 21
ISBN13: 9781605660745|ISBN10: 1605660744|EISBN13: 9781605660752
DOI: 10.4018/978-1-60566-074-5.ch003
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MLA

Lee, Dennis, et al. "Framework for Mobile Marketing: The Locales Framework." Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, IGI Global, 2010, pp. 37-57. https://doi.org/10.4018/978-1-60566-074-5.ch003

APA

Lee, D., Muhlberger, R., & Brown, M. (2010). Framework for Mobile Marketing: The Locales Framework. In K. Pousttchi & D. Wiedemann (Eds.), Handbook of Research on Mobile Marketing Management (pp. 37-57). IGI Global. https://doi.org/10.4018/978-1-60566-074-5.ch003

Chicago

Lee, Dennis, Ralf Muhlberger, and Mark Brown. "Framework for Mobile Marketing: The Locales Framework." In Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, 37-57. Hershey, PA: IGI Global, 2010. https://doi.org/10.4018/978-1-60566-074-5.ch003

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Abstract

This chapter suggests that mobile marketing research take an Interaction Design approach through the adoption of the Locales Framework as an alternative perspective to investigate the context of mobile marketing. The research shows how such an approach can integrate marketing and new technology research, highlighting the issues and opportunities brought about by the technology within a domain context, i.e. mobile marketing. Given that there are not many theoretically based frameworks available to support mobile marketing research, the application of this framework provides a roadmap for future research in mobile marketing and helps build the body of knowledge in this field.

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