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The Potential Of Mobile Applicationsin Organization And Promotion

Author

Listed:
  • Goran Pajnic

    (Chief Executive Officer at Belje Inc., Republic of Croatia)

  • Davor Bosnjakovic

    (Chief Executive Officer at Vupik Inc., Republic of Croatia)

  • Ivan Kelic

    (Faculty of Economics in Osijek, Josip Juraj Strossmayer University of Osijek, Republic of Croatia)

Abstract

With the advent of mobile marketing and wide acceptance of the technology among end users through smartphone devices, the conditions are ripe for developing new promotional channels. According to some estimates, smartphone sales have exceeded one billion units, with no signs of slowing down. Through mobile applications, these devices allow for two-way communication between business entities and consumers. Initially, mobile applications were intended mostly for entertainment and were simple applications for personal use. Over time, they have evolved into sophisticated business-world functions, thus becoming an unavoidable trend in marketing activities. It is estimated there are 800,000 mobile applications on the market, with an incredible range of content. This paper aims to define the potential of mobile applications in modern marketing activities. To that end, a survey will be carried out with a sample of tourist board marketing managers. The results of the survey will indicate the extent to which mobile applications are used and considered important in modern business practice.

Suggested Citation

  • Goran Pajnic & Davor Bosnjakovic & Ivan Kelic, 2014. "The Potential Of Mobile Applicationsin Organization And Promotion," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 10, pages 296-303.
    • Handle: RePEc:osi:journl:v:10:y:2014:p:296-303
    as

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    References listed on IDEAS

    as
    1. Kaplan, Andreas M., 2012. "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4," Business Horizons, Elsevier, vol. 55(2), pages 129-139.
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    More about this item

    Keywords

    mobile marketing; Web 2.0; smartphone; e-business;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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