Pregledni rad

The Role of Knowledge Management in Mobile Marketing

Neven Bosilj ; T-mobile, Zagreb, Croatia
Ivan Jurinjak ; Zagrebačka banka d.d., Zagreb

Sažetak

Mobile terminal devices and mobile networks enable mass customization for individual customers, and pursuant to this, mobile marketing represents the last stage of segmentation leading up to the individually customized marketing, i.e. „one-on-one marketing“. Mobile marketing refers to using an interactive wireless medium with the purpose of providing customers with personal information, having time and location dimension, promoting goods, services and ideas, thus generating value for all stakeholders. On one hand, mobile medium has completely transformed present day notion of marketing campaigns and has opened up a range of new opportunities for advertisers, and on the other hand it has put new challenges before companies whose CRM and KM systems are not well adapted to new requirements of mobile marketing. With the trial research which included 62 students who were subjected to two week mobile advertising campaign we tried to detect factors to help us answer the question on how to successfully run mobile marketing campaigns, what to consider while using tools and knowledge provided by Knowledge Management and Customer Relationship Management.

Ključne riječi

Knowledge Management; Customer Relationship Management; Mobile Marketing; Tool

Hrčak ID:

45053

URI

https://hrcak.srce.hr/45053

Datum izdavanja:

15.12.2009.

Posjeta: 3.563 *