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.

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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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ID Code: 26054
Item Type: Journal Article
Refereed: Yes
DOI: 10.1057/palgrave.jdm.3240090
ISSN: 1350-2328
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
Copyright Owner: Copyright 2002 Palgrave Macmillan
Deposited On: 01 Jul 2009 03:03
Last Modified: 21 Jun 2017 14:42

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