Perceived effectiveness of push vs. pull mobile location-based advertising

Ramaprasad Unni and Robert Harmon

The emergence of mobile phones as the leading personal communications device portends their attractiveness as a potentially lucrative media platform for marketers.
  

Perceived effectiveness of push vs. pull mobile location-based advertising

Ramaprasad Unni and Robert HarmonPortland State University

INTRODUCTION

Judged by the number of users worldwide, the cell phone is by far the most popular personal communications...

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