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Framework for Mobile Marketing: The Locales Framework

Framework for Mobile Marketing: The Locales Framework
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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


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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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