The Role of Mobile Marketing in Companies' Promotion Mix: Empirical Evidence From Finland

Topics:
Marketing Strategy
Tags:
Advertising & Promotion,
Marketing,
Mobile,
Mobile Marketing,
University Of Oulu
Source:
University of Oulu

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Overview: Mobile marketing is step-by-step gaining foothold in the advertising field. With the use of a review of recent literature on mobile marketing and two empirical studied the study investigates mobile marketing medium's role in the promotion mix. The main results of the study indicate that mobile marketing is a growing two-way marketing medium that is already today cost-effective and more importantly, interactive channel that can be utilized to drive the sales of myriad products and services. The results of the study provide several managerial insights into the role of mobile marketing medium today and in the near future.

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Format: PDF | Size: 1,577KB | Date: Jul 2005 | Pages: 6

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