Mobile Marketing: Implications for Marketing Strategies
Phumisak Smutkupt, Donyaprueth Krairit and Vatcharaporn Esichaikul
Abstract:
Over the past few years mobile marketing has opened up new opportunities for firms to communicate and engage with their target audience in a more effective way. However, the potential of this tool has not been fully exploited. A lack of experience in mobile marketing among marketers and the current status of this phenomenon are believed to attribute to this shortcoming. This study aims to provide an assessment of the potential impact of mobile devices on marketing practices in general, using the...