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Literature Review

‘Mobile marketing’ is a dynamic and cutting-edge channel of communication for marketing messages. Before evaluating whether there is a future for mobile marketing, it would be sensible to analyse the current literature in this area.

To begin with, this paper will look into the growth of the mobile phone globally and how the term ‘mobile marketing’ has developed. From here, it is important to get an in-depth understanding of how consumers’ attitudes contribute to their view of branding and how this affects marketing activity. Thereafter, the theories on effective short messaging service (SMS) marketing and the ‘theory of reasoned action’ will be introduced . Finally, the concept of permission-based marketing, relationship marketing and branding via the mobile phone will be discussed.

The key issue is whether or not mobile marketing presents marketers with golden opportunities to reach their target audience; the danger is......

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Approximate Word Count: 4724
Approximate Pages: 19 (250 words per double-spaced page)

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