Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2016.46-17
CC BY-SA   Open Access   CEEOL

Issue archive / nr 5 (46) 2016
The meaning of smartphones for marketing communication

Authors: Leszek Gracz
Uniwersytet Szczeciński, Wydział Zarządzania i Ekonomiki Usług
Keywords: mobile marketing smartphone mobile marketing communication
Data publikacji całości:2016
Page range:8 (165-172)
Klasyfikacja JEL: G32 L86 M31
Cited-by (Crossref) ?:

Abstract

The paper is a review of secondary sources presenting the importance of mobile marketing communication on the contemporary market. A special attention is paid to the use of smartphones in marketing communication, both from the sender’s (organization’s) and receiver’s (customer’s) points of view. The paper discusses various approaches to mobile marketing communication, some analyses from Polish market (case studies), and proposes a structure of tools for mobile marketing communication.
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