IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Framework for Mobile Marketing: The Locales Framework

Framework for Mobile Marketing: The Locales Framework
View Sample PDF
Author(s): Dennis Lee (American University in Dubai, UAE), Ralf Muhlberger (The University of Queensland, Australia) and Mark Brown (The University of Queensland, Australia)
Copyright: 2010
Pages: 21
Source title: Handbook of Research on Mobile Marketing Management
Source Author(s)/Editor(s): Key Pousttchi (University of Augsburg, Germany) and Dietmar G. Wiedemann (University of Augsburg, Germany)
DOI: 10.4018/978-1-60566-074-5.ch003

Purchase

View Framework for Mobile Marketing: The Locales Framework on the publisher's website for pricing and purchasing information.

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.

Related Content

Juan Carlos Renteria-García, Carlos Hernán Fajardo-Toro, Mauricio Sabogal-Salamanca. © 2021. 21 pages.
Elisabete Paulo Morais, Carlos Rompante Cunha, Arlindo Santos. © 2021. 22 pages.
Ceren Yegen. © 2021. 22 pages.
Orhan Duman. © 2021. 25 pages.
Subhankar Das. © 2021. 22 pages.
Subhra Mondal. © 2021. 21 pages.
Sonu Dua, Inderpal Singh, Subhankar Das. © 2021. 26 pages.
Body Bottom