Mobile 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 2 in Mobile Marketing Channel, 2016, pp 25-45 from Springer

Abstract: Abstract In the last several decades, marketing channels—in terms of concept, purpose and usage, structure, formation, functionality, and interactivity—have achieved significant deviations and reformation from the traditional channel design (Jarad, 2014). The mobile marketing channel in the twenty-first century has experienced radical changes in the structure, function, and requirements from the conventional physical channel. Marketing managers are now confronting a new wave of challenges due to the widespread diffusion of mobile channels, which brings a new set of parameters for the success of the channel and initiates an entirely new set of robust and dynamic strategies (Banyte, Gudonaviciene, & Grubys, 2011).

Keywords: Social Medium; Communication Channel; Short Messaging Service; Distribution Channel; Customer Relationship Management (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-31287-3_2

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