management
& marketing
Challenges for the Knowledge Society
ISSN 2069–8887
ISSN-L 1842-0206
The official journal of the
Society for Business Excellence
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Management & Marketing no. 2/2010

Mobile Marketing – the marketing for the next generation
Abstract. The developments in the field of technology changed the way in which consumers behave, inform themselves and communicate with each other. This change in behavior influences the way in which companies have to transmit the marketing message to the consumer. Besides the internet, which is nowadays one of the most used communication channels, in the past years the mobile phone gained more and more importance in the everyday life of consumers. Therefore, the easiest way for a company to communicate with its consumers is through the mobile phone. Therefore a new type of marketing was developed: the mobile marketing. This article presents the definition of mobile marketing with its advantages and disadvantages, as well as the ways in which a company can make mobile marketing.
Keyword: communication mix, interactivity, mobile marketing, mobile phone.
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