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Insights into the Development of the Market of Mobile Marketing Services in Romania

Carmen Balan and Mirela-Patricia Zegreanu
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Mirela-Patricia Zegreanu: The Bucharest University of Economic Studies, Romania

The AMFITEATRU ECONOMIC journal, 2012, vol. 14, issue Special No. 6, 786-801

Abstract: The article aims to explore the present evolution stage of the mobile marketing service market in Romania. Central part of the article is the exploratory research based on in-depth interviews with major specialists in mobile marketing services. The main objectives of the research were to study: the offering of mobile marketing agencies in Romania; most used mobile marketing instruments; market changes generated by the advent of smartphones; perception of competition among Romanian mobile marketing agencies. This exploratory approach is the first multi-faceted qualitative study of the supply side of the Romanian market of mobile marketing services which is presently at the border between emergence and growth.

Keywords: mobile marketing; mobile advertising; short message services (SMS); mobile marketing agencies; exploratory research; in-depth interviews (search for similar items in EconPapers)
JEL-codes: M31 M37 M49 M15 (search for similar items in EconPapers)
Date: 2012
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Handle: RePEc:aes:amfeco:v:14:y:2012:i:special_no_6:p:786-801