文章基本信息

标题：Mobile Marketing – the marketing for the next generation
本地全文：下载
作者：Pelau, Corina ; Zegreanu, Patricia
期刊名称：Management & Marketing
印刷版ISSN：1842-0206
出版年度：2010
卷号：5
期号：2
出版社：Economic Publishing House
摘要：The developments in the field of technology changed the way in which consumers behave, inform themselves and communicate with each other. This change in behavior influences the way in which companies have to transmit the marketing message to the consumer. Besides the internet, which is nowadays one of the most used communication channels, in the past years the mobile phone gained more and more importance in the everyday life of consumers. Therefore, the easiest way for a company to communicate with its consumers is through the mobile phone. Therefore a new type of marketing was developed: the mobile marketing. This article presents the definition of mobile marketing with its advantages and disadvantages, as well as the ways in which a company can make mobile marketing.
关键词：communication mix; interactivity; mobile marketing; mobile phone.