Naslov
Location-based mobile marketing: current insights and future research opportunities

Autori
Škare, Vatroslav ; Komarac, Tanja ; Ozretić Došen, Đurđana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
4th EMAC Regional Conference Marketing Theory Challenges in Emerging Societies Conference Proceedings / - Sankt Peterburg : St. Petersburg University Graduate School of Management, 2013, 359-366

ISBN
978-5-9924-0081-6

Skup
4th EMAC Regional Conference Marketing Theory Challenges in Emerging Societies

Mjesto i datum
Sankt Peterburg, Ruska Federacija, 25.09.2013. - 27.09.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
location-based marketing; location-based services; mobile marketing

Sažetak
Since the early days of location-tracking functionalities of mobile phones, locationbased marketing (LBM) is constantly highlighted as one of the most lucrative areas of mobile marketing. Location-based services (LBS) are evolving substantially in recent years due the vast diffusion of the smartphones and tablet devices. Marketing academicians and practitioners are both struggling to keep pace with the development of location-based services and their marketing potential. The purpose of the paper is to present the current insights in location-based marketing research and to propose topics that require further research attention. Current evidence mostly has dealt with facets of consumer behavior, prior the appearance of current location-based marketing tactics. In many cases, the respondents had no prior experience with location-based marketing.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA