Step One: 📖 Please Read Ström, R., Vendel, M., & Bredican, J. (2014). ”Mobile marketing: A literature review on its value for consumers and retailers”. Journal of Retailing and Consumer Services, 21(6), 1001-1012.
The article focuses on how mobile marketing creates value for consumers and retailers, enabling more precise research and development of managerial concepts and tools while providing both managers and academics with increased understanding of mobile marketing and its value outcomes for retailers.
What are the reasons identified by the study for taking and IMC approach to mobile marketing?
What are the structural changes of organisations and network resource limitations and competency limitations identified by the study?
What do you think are the value advantages of mobile marketing for retailers?