Mobile apps: Possibilities and pitfalls for location-based marketing
John A Quelch and Katherine Ejocz
As excited as we can get ordering items from internet retailers, it is misleading to think that this virtual world of shopping is the future. John A Quelch and Katherine E Jocz argue that although location is more important than ever, many questions remain for mobile apps.
For years, pundits have said that e-commerce presages the death of distance and the demise of place in modern marketing. Nothing could be further from the truth. Even as more and more people go online, they still...