Broadening the Perspective on Mobile Marketing: An Introduction

ABSTRACT The authors elucidate the current state of the new millennium phenomenon called mobile marketing. In the process, they consider the proliferation in mobile technology and devices and comment on future possibilities in the realm of mobile marketing. Following this, they introduce and provide brief descriptions of each of the articles in this issue. Collectively, these articles enlighten the reader on aspects of consumer behavior in a mobile‐dominated marketing world.

http://onlinelibrary.wiley.com/resolve/doi?DOI=10.1002%2Fmar.20978

Source: Psychology and Marketing - January 8, 2017 Category: Psychiatry & Psychology Authors: Wolfgang Fritz, Stefanie Sohn, Barbara Seegebarth Tags: Research Article Source Type: research

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