Mobile shopper marketing: Key issues, current insights, and future research avenues

Autor: Venkatesh Shankar, Ross Rizley, Suresh Ramanathan, Shawn Morrissey, Steve Holland, M.H.P. Kleijnen

Publikováno v: Shankar, V, Kleijnen, M H P, Ramanathan, S, Rizley, R, Holland, S & Morrissey, S 2016, ' Mobile shopper marketing: Key issues, current insights, and future research avenues ', Journal of Interactive Marketing, vol. 34, no. May, pp. 37-48 . https://doi.org/10.1016/j.intmar.2016.03.002
Journal of Interactive Marketing, 34(May), 37-48. Elsevier Limited

The intersection of mobile marketing and shopper marketing, known as mobile shopper marketing, is a rapidly evolving area. We formally define mobile shopper marketing as the planning and execution of all mobile-based marketing activities that influen

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::d656b05fa776ae6d5a513dd6beed8c99
https://research.vu.nl/en/publications/f981a438-77d0-473c-92d9-c3a565159f1f