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Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing
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Author(s): Dimitris Drossos (Athens University of Economics and Business, Greece)and George M. Giaglis (Athens University of Economics and Business, Greece)
Copyright: 2010
Pages: 27
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.ch002
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Abstract
The purpose of this chapter is to illustrate and reflect upon the extant literature on mobile marketing with a view of identifying contributions, gaps and avenues for future research. The review is based on more than two hundred articles published in leading journals and conference proceedings. We first discuss key areas that have already attracted the attention of researchers, such as consumer acceptance in mmarketing and location-sensitive mobile marketing. We then focus on the emerging area of ubiquitous marketing and illustrate how mobile and wireless devices and technologies can become the enablers of meaningful dialogues between customers and marketers on an omnipresent basis. Ubiquitous marketing could be the next frontier in electronic commerce and customer relationship management.
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