Scope of Short Messaging Service as a Marketing Channel

Mahmud Akhter Shareef, Yogesh K. Dwivedi and Vinod Kumar
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Mahmud Akhter Shareef: North South University
Yogesh K. Dwivedi: Swansea University
Vinod Kumar: Carleton University

Chapter Chapter 3 in Mobile Marketing Channel, 2016, pp 47-64 from Springer

Abstract: Abstract A marketing channel has already been defined as a structure of interlinked members that serves to move the product, service, or information from manufacturers to the end customers. In other words, a marketing channel is a means of distributing and communicating about products, services, and information among members of the interlinked structure and customers. Any member fully or partially interlinked with other channel members that are distributing or communicating about the products, services, and information by doing the following functions are basically online channel members. This extends the definition of channel members from that previously given. Based on this extended version (Bagozzi, Gürhan-Canli, & Priester, 2002; Connolly, Olsen, & Moore, 1998; Engel, Kollat, & Blackwell, 1973; Folkes, 1988; Tanner & Raymond, 2011), media performing the following interlinked activities can be regarded as online channel members:

Keywords: Mobile Phone; Short Messaging Service; Mobile Technology; Social Presence; Channel Member (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-319-31287-3_3

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DOI: 10.1007/978-3-319-31287-3_3

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