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Mobiles Direktmarketing

In: Direktmarketing-Management

Author

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  • Bernd W. Wirtz

Abstract

Zusammenfassung Im Zuge der dynamischen Entwicklung und Durchsetzung von mobilen Übertragungstechnologien und drahtlosen Endgeräten ist die Nutzung mobiler Dienste kontinuierlich populärer geworden. Die Zunahme der weltweiten mobilen Kommunikation sowie umfangreiche Investitionen in neue Netzwerk-Übertragungstechnologien wie beispielsweise UMTS oder auch LTE haben zu dieser Entwicklung beigetragen. Insbesondere die Erwei-terung des Mobilfunkmarkts vom "voice only" (Sprache) zu "voice and data" (Sprache und Daten) in den letzten Jahre hat dann die Voraussetzungen geschaffen, den mobilen Kanal für verschiedene Formen des Direktmar-ketings nutzbar zu machen.

Suggested Citation

  • Bernd W. Wirtz, 2012. "Mobiles Direktmarketing," Springer Books, in: Direktmarketing-Management, edition 3, chapter 1, pages 305-349, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6958-3_15
    DOI: 10.1007/978-3-8349-6958-3_15
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