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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: © 2012 |Pages: 20
ISBN13: 9781466615984|ISBN10: 1466615982|EISBN13: 9781466615991
DOI: 10.4018/978-1-4666-1598-4.ch010
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MLA

Lee, Dennis, et al. "Framework for Mobile Marketing: The Locales Framework." E-Marketing: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2012, pp. 152-171. https://doi.org/10.4018/978-1-4666-1598-4.ch010

APA

Lee, D., Muhlberger, R., & Brown, M. (2012). Framework for Mobile Marketing: The Locales Framework. In I. Management Association (Ed.), E-Marketing: Concepts, Methodologies, Tools, and Applications (pp. 152-171). IGI Global. https://doi.org/10.4018/978-1-4666-1598-4.ch010

Chicago

Lee, Dennis, Ralf Muhlberger, and Mark Brown. "Framework for Mobile Marketing: The Locales Framework." In E-Marketing: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 152-171. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-4666-1598-4.ch010

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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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