Personalized mobile marketing strategies

The prevalence of mobile usage data has provided unprecedented insights into customer hyper-context information and brings ample opportunities for practitioners to design more pertinent marketing strategies and timely targeted campaigns. Granular unstructured mobile data also stimulate new research...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2020-01, Vol.48 (1), p.64-78
Main Authors: Tong, Siliang, Luo, Xueming, Xu, Bo
Format: Article
Language:English
Subjects:
Business and Management
Conceptual/Theoretical Paper
Market strategy
Marketing
Marketing management
Mobile marketing
Planning
Purchase intention
Social Sciences
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