Date
2009Metadata
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Teil eines Buches
Second edition
Mobile Direct Marketing
Abstract
The role of mobile terminals such as mobile telephones, or PDAs, is shifting from gadgetry to serious platforms for direct marketing actions. The ubiquitous use of these devices offers companies a perfect medium through which to promote their products and services in a personalized and interactive way. Since mobile phone users are rarely without their mobile phones, mobile electronic devices provide marketers with almost permanent contact opportunities to introduce their products directly to potential clients. Although potential customers are attracted by the promotion of appealing technologies and sophisticated products and services via mobile communication, the intended impact of this direct marketing approach is often thwarted as it is seen by some as invasive and an infringement of privacy. This chapter outlines the opportunities and challenges of mobile technology applications for direct marketing and relates mobile technologies to a scheme of tasks for successful direct marketing. The chapter concludes by highlighting examples to demonstrate ways of conducting successful mobile direct marketing.
Edition
Citation
@inbook{doi:10.17170/kobra-202108164567,
author={Wagner, Ralf and Klaus, Martin},
title={Mobile Direct Marketing},
pages={269-281},
publisher={IGI Global},
year={2009}
}
0500 Oax
0501 Text $btxt$2rdacontent
0502 Computermedien $bc$2rdacarrier
1100 2009$n2009
1500 1/eng
2050 ##0##http://hdl.handle.net/123456789/13146
3000 Wagner, Ralf
3010 Klaus, Martin
4000 Mobile Direct Marketing / Wagner, Ralf
4030
4060 Online-Ressource
4085 ##0##=u http://nbn-resolving.de/http://hdl.handle.net/123456789/13146=x R
4204 \$dTeil eines Buches
4170
5550 {{Mobile Telekommunikation}}
5550 {{Electronic Commerce}}
5550 {{Direktmarketing}}
5550 {{Datenschutz}}
5550 {{Smartphone}}
7136 ##0##http://hdl.handle.net/123456789/13146
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:Urheberrechtlich geschützt