The New Marketing Logic

Mats Lindgren, Jörgen Jedbratt and Erika Svensson

Chapter Chapter 9 in Beyond Mobile, 2002, pp 120-146 from Palgrave Macmillan

Abstract: Abstract Whenever people, technology, institutional conditions, economics or business logic change, this has implications for marketing and the media. Marketing and the media play no less of a central role in the mobile marketplace. From the perspective of media and marketing, the mobile phone is a new channel and is already starting to be used as such. How it is used in the future will largely depend on its function in the changeable media and marketing landscape.

Keywords: Brand Loyalty; Direct Marketing; Television Advertising; Media Channel; Online Advertising (search for similar items in EconPapers)
Date: 2002
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51161-3_9

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DOI: 10.1057/9780230511613_9

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