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2016 | OriginalPaper | Chapter

6. Target Marketing and Development of the Communication Channel

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

Published in: Mobile Marketing Channel

Publisher: Springer International Publishing

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Abstract

Direct target marketing is a special phenomenon incorporated in the recent trend of marketing mix for effective promotional activities. This is also a unique scope for online marketers to promote this marketing concept, as the unified features of mobile phone SMS can provide them to initiate this marketing for effective communication and better relationship development.

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Title: Target Marketing and Development of the Communication Channel
Authors: Mahmud Akhter Shareef
Yogesh K. Dwivedi
Vinod Kumar
Publisher: Springer International Publishing
Book: Mobile Marketing Channel
Print ISBN: 978-3-319-31285-9

Electronic ISBN: 978-3-319-31287-3

Copyright Year: 2016
DOI: https://doi.org/10.1007/978-3-319-31287-3_6

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