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Mobile Marketing Channel

In: Mobile Marketing Channel

Author

Listed:
  • Mahmud Akhter Shareef

    (North South University)

  • Yogesh K. Dwivedi

    (Swansea University)

  • Vinod Kumar

    (Carleton University)

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).

Suggested Citation

  • Mahmud Akhter Shareef & Yogesh K. Dwivedi & Vinod Kumar, 2016. "Mobile Marketing Channel," SpringerBriefs in Business, in: Mobile Marketing Channel, chapter 0, pages 25-45, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-31287-3_2
    DOI: 10.1007/978-3-319-31287-3_2
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    Cited by:

    1. Han, Sangman & Han, Jin K. & Im, Il & Jung, Sung In & Lee, Jung Won, 2022. "Mapping consumer’s cross-device usage for online search: Mobile- vs. PC-based search in the purchase decision process," Journal of Business Research, Elsevier, vol. 142(C), pages 387-399.

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