ROLA MARKETINGU MOBILNEGO W ROZWOJU PRZEDSIĘBIORSTWA
THE ROLE OF MOBILE MARKETING IN THE DEVELOPMENT OF AN ENTERPRISE
Author(s): Ewa FrąckiewiczContributor(s): Marzena Kuźmińska (Translator)
Subject(s): Economy, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: market of mobile phones; m-marketing; enterprise;
Summary/Abstract: The pace of technological progress in the field of ICT considerably influences functioning of modern enterprises playing at the same time an important role in their development. For the last 20 years companies including Polish market have focused on problems concerning Internet, yet now the new challenge is bound with the expansion of mobile technologies. The article touches the market of mobile phones, shows the concept of mobile marketing with its characteristics and describes the use of m-marketing in Polish companies. This creates the basis for establishing the reasons for the gap between the potential of m-marketing and its practical use and indicates its further development. The article is of review character and is based on literature and surveying reports.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2015
- Issue No: 39/2
- Page Range: 407-419
- Page Count: 13
- Language: Polish