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Scope of Short Messaging Service as a Marketing Channel

In: Mobile Marketing Channel

Author

Listed:
  • Mahmud Akhter Shareef

    (North South University)

  • Yogesh K. Dwivedi

    (Swansea University)

  • Vinod Kumar

    (Carleton University)

Abstract

A marketing channel has already been defined as a structure of interlinked members that serves to move the product, service, or information from manufacturers to the end customers. In other words, a marketing channel is a means of distributing and communicating about products, services, and information among members of the interlinked structure and customers. Any member fully or partially interlinked with other channel members that are distributing or communicating about the products, services, and information by doing the following functions are basically online channel members. This extends the definition of channel members from that previously given. Based on this extended version (Bagozzi, Gürhan-Canli, & Priester, 2002; Connolly, Olsen, & Moore, 1998; Engel, Kollat, & Blackwell, 1973; Folkes, 1988; Tanner & Raymond, 2011), media performing the following interlinked activities can be regarded as online channel members:

Suggested Citation

  • Mahmud Akhter Shareef & Yogesh K. Dwivedi & Vinod Kumar, 2016. "Scope of Short Messaging Service as a Marketing Channel," SpringerBriefs in Business, in: Mobile Marketing Channel, chapter 0, pages 47-64, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-31287-3_3
    DOI: 10.1007/978-3-319-31287-3_3
    as

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