A Research Report submitted in fulfilment with the partial requirements for the Master of Management in the field of Strategic Marketing, in the Faculty of Commerce, Law and Management, in the University of the Witwatersrand, Johannesburg.
2016 / Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this literature is to provide a comprehensive framework intended to guide research efforts focusing on mobile marketing via SMS/MMS as well as to aid practitioners in their quest to achieve mobile marketing success. The literature is built around brand equity and awareness and whether this form of direct marketing enhances the brand. It begins with a brief background to the research situation. Mobile marketing is also defined and the researcher also looks at mobile marketing in South Africa. The researcher also outlines mobile marketing from marketing communications mix perspective and provides a comprehensive overview of the benefit of mobile marketing. The literature concludes with a detailed description of, what’s in it for companies, along with speed and simplicity of this form of direct marketing. / GR2018
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:wits/oai:wiredspace.wits.ac.za:10539/23999 |
| Date | January 2016 |
| Creators | Makhoba, Melusi Maxwell |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Format | Online resource (xii, 76 leaves), application/pdf |
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