Mobile Marketing als Schlüsselgröße für Multichannel-Commerce

Interactive Web 2.0 Applications in the Multi-Channel Marketing for Retailers

“…Even though multi-channel marketing is not a new phenomenon (Möhlenbruch/Schmieder 2002;Barth et al 2007.) the scientific literature does not offer a standardized definition (Schramm-Klein 2003;Hudetz/Baal 2005;Wirtz 2008).…”

“…Their differentiated needs are not limited to the actual transaction but range over the whole buying process including pre-and post-buying phases (Möhlenbruch/Schmieder 2002). These developments have a great impact on multi-channel distribution and lead to the necessity of meeting the differentiated needs of consumers during the various phases of a buying process through the implementation of an integrated multi-channel system (Hurth 2002;Kilcourse 2008;Kwon/Lennon 2009).…”

Mobile Marketing

“…Various companies and staff engaged in mobile marketing have created diverse acronyms designating the properties of mobile marketing (Möhlenbruch, 2002), for example: These definitions characterize well mobile marketing, but even so mobile marketing in Slovakia is not functioning according to the wishes of specialized mobile marketing agencies. Even though the mobile phone penetration in Slovakia exceeds 100 %, mobile marketing's advantage is that it can target small target groups.…”

“…Logos, wallpapers, ringing tones, Java games and other accessories have won the hearts, particularly among teenagers. With mobile phones becoming increasingly technologically advanced, the user now commonly surfs on the Internet in his mobile (Möhlenbruch, 2002). Owing to various applications, a mobile phone can also become a messenger, wallet, player, radio or even a TV set.…”

An Empirical Study to Evaluate the Location of Advertisement Panels by Using a Mobile Marketing Tool

“…wireless marketing, mobile marketing), and on the other hand the same term is used to describe different objects (advertisement, market research, sales) [3]. Henceforth, we adopt a definition by Möhlenbruch [4] according to the conventional marketing term: [Mobile marketing is] "... the design, realization and control of marketing activities by use of wireless data transfer technologies on mobile terminal devices in line with a market-orientated business administration." According to Nicolai, Mobile Business is "the initiation and partial respectively complete assistance, processing and maintenance of processes for the exchange of (economical) benefits."…”