Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Mobile Marketing

Mobile Marketing
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Author(s): Gonca Telli Yamamoto (Okan University, Turkey)
Copyright: 2010
Pages: 18
Source title: Mobilized Marketing and the Consumer: Technological Developments and Challenges
Source Author(s)/Editor(s): Gonca Telli Yamamoto (Okan University, Turkey)
DOI: 10.4018/978-1-60566-916-8.ch003


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This section overviews marketing and the impacts of technology on marketing, and presents the current situation where certain traditional rules of marketing are not valid anymore and certain new efforts are required. Also the mechanism of exploration is taken into consideration before going into the details of mobile marketing. Mobile marketing is discussed with its narrow and wide meanings.

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