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2016 | OriginalPaper | Chapter

3. Scope of Short Messaging Service as a 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

A marketing channel has already been defined as a structure of interlinked members that serves to move the product, service, or information from manufacturers to the end customers. In other words, a marketing channel is a means of distributing and communicating about products, services, and information among members of the interlinked structure and customers. Any member fully or partially interlinked with other channel members that are distributing or communicating about the products, services, and information by doing the following functions are basically online channel members. This extends the definition of channel members from that previously given. Based on this extended version (Bagozzi, Gürhan-Canli, & Priester, 2002; Connolly, Olsen, & Moore, 1998; Engel, Kollat, & Blackwell, 1973; Folkes, 1988; Tanner & Raymond, 2011), media performing the following interlinked activities can be regarded as online channel members:
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Metadata
Title
Scope of Short Messaging Service as a 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_3

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