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Author
Stalmach Robert (Wyższa Szkoła Finansów i Zarządzania w Warszawie)
Title
Perspektywy wykorzystania narzędzi marketingu mobilnego
Prospects for the Use of Mobile Marketing Tools
Source
Ekonomika i Organizacja Przedsiębiorstwa, 2010, nr 10, s. 19-28, rys., bibliogr. 15 poz.
Economics and Organization of Enterprise
Keyword
Marketing mobilny, Nowe technologie, Rozwój technologiczny, Technologie mobilne
Mobile marketing, High-tech, Technological development, Mobile technologies
Note
streszcz., summ.
Abstract
Marketing mobilny ma kilka niezaprzeczalnych zalet w stosunku do innych kanałów komunikacji, takich jak interaktywność, dotarcie lokalizowane i impulsowość (spontaniczność). Niemniej telefon komórkowy i inne urządzenia przenośne są dla użytkowników przedmiotami osobistymi, w których niechętnie widzą oni ingerencję z zewnątrz. Wyzwaniem dla branży jest więc dobre zrozumienie ograniczeń związanych z tą formą komunikacji. Czynniki specyficzne dla m-marketingu to m.in. profil odbiorcy, kontekst i motywacje użytkownika 'w ruchu'. (abstrakt oryginalny)

Mobile marketing has some undeniable advantages over other communication channels, such as interactivity, location based services and impulsiveness (spontaneity). However, a cell phone and other mobile devices are treated by users as personal devices in relation to which they are reluctant to see the interference from outside. The challenge for the industry is therefore a good understanding of the restrictions associated with this form of communication. Factors specific to m-marketing include inter alia profile of the recipient, the context and motivations of the user ,in motion'. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
Bibliography
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Cited by
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ISSN
0860-6846
Language
pol
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