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Insights into the Development of the Market of Mobile Marketing Services in Romania

Author

Listed:
  • Carmen Balan

    () (The Bucharest University of Economic Studies, Romania)

  • Mirela-Patricia Zegreanu

    (The Bucharest University of Economic Studies, Romania)

Abstract

The article aims to explore the present evolution stage of the mobile marketing service market in Romania. Central part of the article is the exploratory research based on in-depth interviews with major specialists in mobile marketing services. The main objectives of the research were to study: the offering of mobile marketing agencies in Romania; most used mobile marketing instruments; market changes generated by the advent of smartphones; perception of competition among Romanian mobile marketing agencies. This exploratory approach is the first multi-faceted qualitative study of the supply side of the Romanian market of mobile marketing services which is presently at the border between emergence and growth.

Suggested Citation

  • Carmen Balan & Mirela-Patricia Zegreanu, 2012. "Insights into the Development of the Market of Mobile Marketing Services in Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(Special N), pages 786-801, November.
  • Handle: RePEc:aes:amfeco:v:14:y:2012:i:special_no_6:p:786-801
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    File URL: http://www.amfiteatrueconomic.ro/temp/Article_1165.pdf
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    References listed on IDEAS

    as
    1. Ion Plumb & Andreea Zamfir, 2009. "Managing Service Quality within the Knowledge-Based Economy: Opportunities and Challenges," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 11(26), pages 373-382, June.
    2. Dinu Vasile & Tachiciu Laurentiu, 2008. "Considerations Regarding The Standardization Of Services," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 10(23), pages 248-255, February.
    3. Okazaki, Shintaro & Taylor, Charles R., 2008. "What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets," Journal of Business Research, Elsevier, vol. 61(1), pages 4-12, January.
    4. Chen, Peng-Ting & Hsieh, Hsin-Pei, 2012. "Personalized mobile advertising: Its key attributes, trends, and social impact," Technological Forecasting and Social Change, Elsevier, vol. 79(3), pages 543-557.
    5. P.-L. Dubois & A. Jolibert, 2005. "Le marketing," Post-Print halshs-00095259, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Luminiţa Ionescu & George Lăzăroiu & Silviu Şerban, 2013. "A theory of the availability and level of consumer protection in online and mobile payments for public economic services," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(34), pages 369-384, June.

    More about this item

    Keywords

    mobile marketing; mobile advertising; short message services (SMS); mobile marketing agencies; exploratory research; in-depth interviews;

    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
    • M49 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Other
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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