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2016 | OriginalPaper | Chapter

2. Mobile Marketing 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 last several decades, marketing channels—in terms of concept, purpose and usage, structure, formation, functionality, and interactivity—have achieved significant deviations and reformation from the traditional channel design (Jarad, 2014). The mobile marketing channel in the twenty-first century has experienced radical changes in the structure, function, and requirements from the conventional physical channel. Marketing managers are now confronting a new wave of challenges due to the widespread diffusion of mobile channels, which brings a new set of parameters for the success of the channel and initiates an entirely new set of robust and dynamic strategies (Banyte, Gudonaviciene, & Grubys, 2011).
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Metadata
Title
Mobile Marketing Channel
Authors
Mahmud Akhter Shareef
Yogesh K. Dwivedi
Vinod Kumar
Copyright Year
2016
DOI
https://doi.org/10.1007/978-3-319-31287-3_2

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