The role of knowledge management in mobile marketing
Summary: 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 refer...
| Permalink: | http://skupni.nsk.hr/Record/nsk.NSK01000737026/Details |
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| Matična publikacija: |
Journal of information and organizational sciences 33 (2009), 2 ; str. 231-241 |
| Glavni autor: | Bosilj, Neven (-) |
| Ostali autori: | Jurinjak, Ivan (-) |
| Vrsta građe: | Članak |
| Jezik: | eng |
| Predmet: | |
| Online pristup: |
Journal of Information and Organizational Sciences |
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| 008 | 100519s2009 ci ||| ||eng | ||
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| 035 | |a (HR-ZaNSK)000737026 | ||
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| 080 | |a 658 |2 MRF 1998. | ||
| 080 | |a 001 |2 MRF 1998. | ||
| 100 | 1 | |a Bosilj, Neven | |
| 245 | 1 | 4 | |a The role of knowledge management in mobile marketing / |c Neven Bosilj, Ivan Jurinjak. |
| 300 | |b Ilustr. | ||
| 504 | |a Bibliografija: 27 jed. | ||
| 520 | 8 | |a Summary: 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. | |
| 653 | 0 | |a Mobilni marketing |a Mobilne mreže |a Upravljanje znanjem |a Alati |a Upravljanje odnosima s korisnicima | |
| 700 | 1 | |a Jurinjak, Ivan | |
| 773 | 0 | |t Journal of information and organizational sciences |x 1846-3312 |g 33 (2009), 2 ; str. 231-241 |w nsk.(HR-ZaNSK)000623898 | |
| 981 | |b B04/09 | ||
| 998 | |a rado100519 |c vol9131203 | ||
| 856 | 4 | 2 | |u http://www.jios.foi.hr/index.php/jios |y Journal of Information and Organizational Sciences |