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2016 | OriginalPaper | Chapter

4. Effective Mobile Channel

Authors : Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar

Published in: Mobile Marketing Channel

Publisher: Springer International Publishing

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Abstract

In the twenty-first century, marketing managers are aware of launching mobile channels uniquely or in conjunction with another channel to gain the benefits of information and communication technology (ICT) in the marketing operation. They fully realize that without operating a mobile channel, a winning marketing strategy is rarely possible to achieve for a competitive advantage in the global arena. Many world leading companies like McDonald’s and Nike are now operating mobile channels for communicating with customers to maintain a dynamic customer relationship. However, only operating a mobile channel is not sufficient; finding a strategy to make this competitive and robust channel customer-focused and effective is the supreme challenge for present marketers.
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Metadata
Title
Effective Mobile Channel
Authors
Mahmud Akhter Shareef
Yogesh K. Dwivedi
Vinod Kumar
Copyright Year
2016
DOI
https://doi.org/10.1007/978-3-319-31287-3_4

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