MMA project identifies “tensions”

Geoffrey Precourt

The MARS Project, an effort led by the Mobile Marketing Association (MMA), aims to offer a guide to the design and management of modern marketing organizations.

The MARS (“Mobile, Analytics, Real-time, Social”) Project is a Mobile Marketing Association (MMA) initiative that seeks to better understand how different technologies – and the different lenses that these tools provide – have reshaped the way that brands bring new products and services to market.

According to Neil Morgan, PETsMART, Inc. Distinguished Chair in Marketing at Indiana University’s Kelley School of Business, a key focus of the program is to understand “not just the emergence of digital channels, but consumers’ willingness to use them – and not just their willingness to use them, but their willingness to share with...

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