The Role of Knowledge Management in Mobile Marketing

Łukowski Wojciech ()
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Łukowski Wojciech: Institute of Aviation, Varșovia, Poland

Marketing of Scientific and Research Organizations, 2017, vol. 25, issue 3, 135-155

Abstract: Mobile marketing is one of the fastest growing channels of marketing information. Mobile terminal devices and mobile networks allow for mass personalisation of content transmitted to individual recipients thereby facilitating recipient segmentation within one-to-one marketing. Mobile marketing means using interactive wireless media to provide clients with personal information with precise profiling using geo-location, time, and often associated with their interests, sex or other attributes, promoting goods, services and ideas, thus, also generating added value for all the process participants. Mobile media has completely transformed the present concept of marketing campaigns and has opened up a wide array of new opportunities for advertisers. They have also brought new challenges for companies using CRM and KM. In a study involving a group of students, efforts were made to determine the factors which are likely to contribute to finding the answer to the question of how to effectively run mobile marketing campaigns and what should be taken into account when using the tools and knowledge offered by knowledge management and customer relationship management.

Keywords: knowledge management; customer relationship management; mobile marketing; tool (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:25:y:2017:i:3:p:135-155:n:8

DOI: 10.14611/minib.25.09.2017.16

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