TY - GEN
T1 - Mobile marketing
T2 - 4th Annual International Conference on Mobile Business, ICMB 2005
AU - McManus, Patricia
AU - Scornavacca, Eusebio
N1 - Publisher Copyright:
© 2005 IEEE.
PY - 2005
Y1 - 2005
N2 - The developments in mobile marketing are enabling an extraordinary opportunity to marketers to explore this new channel of promotional marketing. This paper aims to discuss some emerging issues related to mobile marketing, and to provide a simple framework for understanding the potential and effectiveness of the usage of mobile phones as a promotional media. While examining some of the developments in mobile marketing, it details the core dimensions of the conceptual framework. In order to explore its utility, some recent case studies by a major Australian mobile marketing company are analysed using the conceptual framework. The paper finishes with a discussion, conclusions and directions of further research.
AB - The developments in mobile marketing are enabling an extraordinary opportunity to marketers to explore this new channel of promotional marketing. This paper aims to discuss some emerging issues related to mobile marketing, and to provide a simple framework for understanding the potential and effectiveness of the usage of mobile phones as a promotional media. While examining some of the developments in mobile marketing, it details the core dimensions of the conceptual framework. In order to explore its utility, some recent case studies by a major Australian mobile marketing company are analysed using the conceptual framework. The paper finishes with a discussion, conclusions and directions of further research.
UR - http://www.scopus.com/inward/record.url?scp=84937931901&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84937931901&partnerID=8YFLogxK
U2 - 10.1109/ICMB.2005.65
DO - 10.1109/ICMB.2005.65
M3 - Conference contribution
AN - SCOPUS:84937931901
T3 - 4th Annual International Conference on Mobile Business, ICMB 2005
SP - 294
EP - 300
BT - 4th Annual International Conference on Mobile Business, ICMB 2005
A2 - Brookes, Wayne
A2 - Lawrence, Elaine
A2 - Steele, Robert
A2 - Chang, Elizabeth
PB - Institute of Electrical and Electronics Engineers Inc.
Y2 - 11 July 2005 through 13 July 2005
ER -