Mobile Marketing: A Synthesis and Prognosis |
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| Authors: | Venkatesh Shankar Sridhar Balasubramanian |
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| Institution: | 1. Professor of Marketing and Coleman Chair in Marketing, Mays Business School, Texas A&M University, College Station, TX 77843, USA;2. Roy & Alice H. Richards Bicentennial Scholar and Associate Professor of Marketing, University of North Carolina at Chapel Hill, NC 27599, USA |
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| Abstract: | Mobile marketing refers to the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. We present the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. We identify and discuss four key issues: drivers of mobile device/service adoption, the influence of mobile marketing on customer decision-making, formulation of a mobile marketing strategy, and mobile marketing in the global context. We outline research directions related to these issues and conclude by delineating the managerial implications of mobile marketing insights. |
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