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Full-Text Articles in Business
Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck
Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck
Cornerstone 3 Reports : Interdisciplinary Informatics
No abstract provided.
Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau
Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau
Management and Marketing Faculty Publications
The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-‐cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel. By building on the previously published research of Altuna and Konuk (2009), this work investigates the attitudes and behavioral intentions toward mobile marketing of Generation Y consumers in the United States, France, and China. Based on this analysis, Chinese Gen Y have the most positive attitude toward mobile marketing, and their overall attitude is significantly more positive than the attitudes of French and American Gen Y groups. While American Gen Y's behavioral intentions are …
Mobile Marketing At Telenor: A Mad Strategy?, Yasmin Malik
Mobile Marketing At Telenor: A Mad Strategy?, Yasmin Malik
International Conference on Marketing
In early 2010, Telenor Pakistan became the first local mobile network operator to implement a comprehensive mobile marketing strategy in a market where the true potential for mobile marketing was still nascent and misunderstood by both consumers and brands alike. This case study is the first documented study on how Operator-driven mobile marketing via opt-in based consumer profiling can enable and drive the development of a mobile marketing eco-system in Pakistan - in addition the case study also examines the positioning of the Operator in the mobile marketing value chain.
Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck
Digital Imperatives In Marketing: The Integration Of Communications And Technology To Target Consumers While Protecting Privacy, Catherine Dwyer, Randi Priluck
Cornerstone 3 Reports : Interdisciplinary Informatics
No abstract provided.