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Mobile - Wireless Communications White Papers

Mobile Advertising or Mobile Marketing: A Need for a New Concept?

Overview This paper is about clarifying the meaning of two concepts: mobile advertising and mobile marketing. The aim is to find a term that covers the essential elements of mobile commercial communication, which is sometimes referred to as mobile advertising and at other times as mobile marketing. To clarify the situation, the elements of traditional advertising and marketing are analysed, and compared to the current use of the focal terms. Since neither of the terms seems to cover the phenomenon adequately, two alternative conceptualisations are suggested and discussed. The paper concludes with an evaluation of the study, its limitations and future research paths.

Further White Paper Details
Publisher	University of Oulu	File Format	PDF
Date Published	April 2006	Downloads	234
Format	White Papers
Topics	Mobile - Wireless Communications, Sales - Marketing

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