Naslov
The role and importance of mobile marketing in the system of marketing management

Autori
Ninčević, Šime ; Krajnović, Aleksandra ; Bosna, Jurica

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

Izvornik
2nd Dubrovnik International Economic Meeting DIEM 2015 - Scientific Conference on Innovation, Leadership & Entrepreneurship – Challenges of Modern Economy- Proceedings / Vrdoljak Raguž, Ivona ; Krželj-Čolović, Zorica - Dubrovnik : Sveučilište u Dubrovniku, Odjel za ekonomiju i poslovnu ekonomiju, 2015, 668-678

Skup
2nd Dubrovnik International Economic Meeting DIEM 2015 - Scientific Conference on Innovation, Leadership & Entrepreneurship – Challenges of Modern Economy

Mjesto i datum
Dubrovnik, Hrvatska, 01.10.2015. - 03.10.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
mobile marketing ; mobile devices ; advertising

Sažetak
Mobile marketing is a relatively new branch of marketing, referring to the twoway marketing communication between company and customers that takes place via mobile devices. The effectiveness of marketing campaigns has been greatly increased when mobile devices have been used in conjunction with traditional media and in that case potential customers show more intention to purchase. Implementation of mobile marketing strategy in marketing management is a complex and demanding process. To make the implementation possible, companies should first examine the socio-cultural and technological factors which dominate on the market. Mobile marketing has a great impact on all elements of the marketing mix and allows companies to develop products with the shape and characteristics which are desirable with existing and potential clients. Besides, mobile marketing offers complete control over pricing and distribution and provides great promotional activities through mobile devices such as advertising, sales promotion and direct marketing. It has been a significant role and importance of mobile marketing in the system of marketing management where stands out the importance of multiplatform advertising (tv+iPhone+iPad).

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA