The Critical Success Factors for Marketing with Downloadable Applications: Lessons Learned From Selected European Countries
Rosanne Chiem, Jacob Arriola, Derek Browers, Jerome Gross, Enrico Limman, Paul V. Nguyen, Dwi Sembodo, Young Song and Kala Chand Seal
Abstract:
The revolution in smartphone technology ushered in by the iPhone has created innovative opportunities for marketers to reach consumers via downloadable mobile applications. As consumer usage patterns continue to shift toward increased engagement with mobile applications, companies are faced with the challenge of deciding how best to...