Mobile digital technology : emerging issues for marketing
Mort, Gillian & Drennan, Judy (2002) Mobile digital technology : emerging issues for marketing. Journal of Database Marketing, 10(1), pp. 9-23.
The growth of direct marketing has been attributed to rapid advances in techn ology and the changing market context. The fundamental ability of direct marketers to communicate with consumers and to elicit a response, combined with the
ubiquitous nature and power of mobile digital technology, provides a synergy that will increase the potential for the success of direct marketing. The aim of this paper is to
provide an analytical framework identifying the developments in the digital environment from e-marketing to m-marketing, and to alert direct marketers to the enhanced
capabilities available to them.
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|Item Type:||Journal Article|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2002 Palgrave Macmillan|
|Deposited On:||01 Jul 2009 13:03|
|Last Modified:||05 Jan 2011 23:52|
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