Target Marketing and Development of the Communication 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 6 in Mobile Marketing Channel, 2016, pp 103-119 from Springer

Abstract: Abstract Direct target marketing is a special phenomenon incorporated in the recent trend of marketing mix for effective promotional activities. This is also a unique scope for online marketers to promote this marketing concept, as the unified features of mobile phone SMS can provide them to initiate this marketing for effective communication and better relationship development.

Keywords: Communication Channel; Effective Communication; Distribution Channel; Social Presence; Relationship Marketing (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_6

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DOI: 10.1007/978-3-319-31287-3_6

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