MOBILE MARKETING Dr. Vijaya Baskaran Abstract This paper attempts to understand the underlying concepts of Mobile Marketing‚ which is defined as‚ “the use of the mobile medium as a communications and entertainment channel between a brand and an end-user.” Mobile marketing is more than a trendy new media channel; it is a powerful communication tool with considerable audience reach and awareness.Also tries to estimate the significant opportunities for growth
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CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK AND EMPIRICAL STUDY Hans H. Bauer University of Mannheim hans.bauer@bwl.uni-mannheim.de Tina Reichardt University of Mannheim tina.reichardt@bwl.uni-mannheim.de Stuart J. Barnes University of East Anglia stuart.barnes@uea.ac.uk Marcus M. Neumann University of Mannheim marcus.neumann@bwl.uni-mannheim.de ABSTRACT With the emergence of high speed wireless network technologies and the increasing market penetration of mobile phones the global
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choice. This is still true in poorer nations‚ among poorer groups and with commodity products. However‚ non-price factors have become more important in buyer-choice behavior in recent decades. Price is also one of the most flexible elements of the marketing mix. Do you agree ? Unlike product features and channel commitments‚ price can be changed very quickly. At the same time‚ pricing and price competition is the number-one problem facing many marketers. SETTING THE PRICE – Let us now attempt to
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Mobile Marketing: Making a Good Connection Though the practice of mobile marketing is still in its infancy‚ the budding channel carries outsized expectations. But the ability to reach people anytime‚ anywhere‚ must be weighed carefully against the potential for irritating people and damaging brand relationships. How can marketers harness the power of this nascent medium to drive growth for their brands? M I L L W A R D A u g u s t 2 0 0 6 B R O W N ’ S P O V According to The Shosteck
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Future of Mobile Marketing and Advertising in India With the growth of Indian mobile market‚ the mobile internet advertising segment has also seen a significant augmentation. With an increase in the number of feature phone and smartphone users‚ there is an upsurge in the mobile internet usage by the consumers‚ especially from the Tier II & Tier III towns. With mobile devices being a primary digital access point for many consumers‚ the marketers now have a range of opportunities‚ particularly when
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Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content. Over the past few years SMS has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet‚ the carriers who police their own networks have set guidelines and best practices for
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Wesley Moeckel Marketing Management Unit 6 Mobile Marketing This is the year of mobile marketing. While still in its infancy‚ it is an essential marketing piece of most company’s future marketing plans. With mobile advertising‚ branded mobile apps and mobile marketing apps‚ businesses will be expected to have a mobile presence in the future. According to comScore‚ 65.8 million people in the U.S. now own smart phones. This number will only continue to grow as their popularity and acceptance
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Reinventing Ericsson Ericsson had almost gone bankrupt when the dot-com bubble burst and the telecom market collapsed in late 2000. When Svanberg (first externally recruited CEO in 60 years) took over in April 2003‚ he launched yet another cost cutting package (after CEO Kurt Hellström in early 2003)‚ the fourth in two years. Svanberg wanted to do more than just restore the company to break-even‚ he wanted the latest round of cuts (coupled with revenue increases) to return Ericsson to profit. Svanberg
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A Project Report On Sony Bravia BRAND MANAGEMENT SUBMITTED BY: ashish gupta Contents Company Profile 3 Communication Strategy: 4 Brand Strategy: 7 Brand association: 9 Brand Identity: 9 Positioning: 10 Understanding the Environment 10 Understanding the Customer 11 Understanding the Product 12 Company Profile Sony Corporation is a multinational conglomerate corporation headquartered in Tokyo‚ Japan‚ and one of the world’s largest media conglomerate with revenue of US$88.7 billion
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4.3 Social Factors: 5 4.4 Technological factors: 5 5.0 SWOT Analysis: 6 5.1 Strengths: 6 5.2 Weaknesses: 6 5.3 Opportunities: 7 5.4 Threats: 7 6.0 Marketing Strategy 7 6.1 Mission: 7 6.2 Marketing Objectives 8 6.3 The First year Objectives: 8 6.4 Target Market - Asian Market: 8 6.5 Positioning: 9 7.0 Marketing Mix: 9 7.1 Product: 9 7.2 Price: 10 7.3 Place: 10 7.4 Promotion: 11 7.5 Current Trend: 11 8.0 Financial Analysis: 12 9.0 Conclusion: 12 10.0 References:
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