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Mobile Marketing Future Trends


  • CĂTOIU, Iacob

    (Faculty of Marketing The Academy of Economic Studies, Bucharest)

  • GÂRDAN, Daniel Adrian

    (Faculty of Marketing and International Affairs Spiru Haret University)

  • GÂRDAN, Doru Lucian

    (Software designer ST – Ericsson, Holland)


The present article proposes an introspection into the field of a new marketing specialization – mobile marketing. The concept mainly refers to all marketing activities related to the new communication channel – Short Message Service, Multimedia Messaging Service, and internet access from mobile phone. The article provides, at the same time, a marketing perspective about future trends of mobile marketing and mobile media, and also a technical perspective related to the future mobile communication technologies in the field – the LTE (Long Term Evolution) – cellular communication system optimized to support packet-switched data services to enable mobile broadband. The conclusions of the article focus on the relevance of mobile marketing, techniques efficiency related to brand promotion, changing consumers attitude and the development of such techniques imposed by the new mobile communication system

Suggested Citation

  • CĂTOIU, Iacob & GÂRDAN, Daniel Adrian & GÂRDAN, Doru Lucian, 2010. "Mobile Marketing Future Trends," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 1(1), pages 11-22.
  • Handle: RePEc:ris:sphecs:0023

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    More about this item


    mobile marketing; long term evolution; broadband; brand awareness; consumer attitude;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives


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