Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns

Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns

Süphan Nasir
Copyright: © 2012 |Pages: 19
ISBN13: 9781466615984|ISBN10: 1466615982|EISBN13: 9781466615991
DOI: 10.4018/978-1-4666-1598-4.ch071
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MLA

Nasir, Süphan. "Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns." E-Marketing: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2012, pp. 1221-1239. https://doi.org/10.4018/978-1-4666-1598-4.ch071

APA

Nasir, S. (2012). Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns. In I. Management Association (Ed.), E-Marketing: Concepts, Methodologies, Tools, and Applications (pp. 1221-1239). IGI Global. https://doi.org/10.4018/978-1-4666-1598-4.ch071

Chicago

Nasir, Süphan. "Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns." In E-Marketing: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1221-1239. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-4666-1598-4.ch071

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Abstract

With the increasing growth and sophistication of mobile communications, companies integrate the mobile channel into their marketing communication and campaigns. Companies are able to execute very different and creative mobile marketing campaigns by using a wide range of mobile platforms such as Wireless Application Protocol (WAP), Short Message Service (SMS), and Multimedia Message Service (MMS). The purpose of this chapter is to review and exemplify the concepts, objectives, strategies and promotional tactics associated with mobile marketing campaigns; so that the review of relevant literature and exemplification of mobile marketing campaigns provide an insight into the nature of mobile marketing campaigns.

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