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An emerging model of Web site design for marketing
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Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere
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Communication Technology: The New Media in Society
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HICSS '01 Proceedings of the 34th Annual Hawaii International Conference on System Sciences ( HICSS-34)-Volume 9 - Volume 9
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AMT'10 Proceedings of the 6th international conference on Active media technology
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EGOV'11 Proceedings of the 10th IFIP WG 8.5 international conference on Electronic government
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Review: Mobile marketing research: The-state-of-the-art
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Decision Support Systems
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Electronic Commerce Research and Applications
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International Journal of Mobile Communications
Quantify sales impact of location-based advertising
International Journal of Mobile Communications
Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence
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Mobile marketing offers direct communication with consumers, anytime and anyplace. This paper reviews mobile marketing and then investigates the most successful form of mobile communication, short message services (SMS), via a quantitative content analysis of the Fortune Global 500 Web sites and qualitative interviews with European experts. The content analysis explores the diffusion of SMS technology and sheds light on mobile marketing campaigns of large multinational organizations. Combining a literature review with results from the qualitative survey leads to a conceptual model of successful SMS advertising. The paper closes with future research avenues for this emerging marke ting tool.