Effective Mobile 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 4 in Mobile Marketing Channel, 2016, pp 65-88 from Springer

Abstract: Abstract In the twenty-first century, marketing managers are aware of launching mobile channels uniquely or in conjunction with another channel to gain the benefits of information and communication technology (ICT) in the marketing operation. They fully realize that without operating a mobile channel, a winning marketing strategy is rarely possible to achieve for a competitive advantage in the global arena. Many world leading companies like McDonald’s and Nike are now operating mobile channels for communicating with customers to maintain a dynamic customer relationship. However, only operating a mobile channel is not sufficient; finding a strategy to make this competitive and robust channel customer-focused and effective is the supreme challenge for present marketers.

Keywords: Mobile Phone; Communication Channel; Distribution Channel; Customer Relationship Management; Social Presence (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-31287-3_4

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