[Solution]Relevance and Effectiveness of Mobile Phones in Delivering Personalized Marketing

Relevance and Effectiveness of Mobile Phones in Delivering Personalized Marketing Background The invention of the mobile phone technology has proved invaluable to users all over…

Relevance and Effectiveness of Mobile Phones in
Delivering Personalized Marketing

Background

The invention of the mobile phone technology has proved invaluable to users all over the world, ranging from companies to individual consumers. One of the benefits of the technology, especially in reference to the services sector, is that it is now possible to separate the purchase and consumption aspects of services (Pantano & Pripolas, 2016). Traditionally, the definition of services is that their purchase is inseparable from their consumption, meaning that a consumer consumes a given service at the store from where he/she purchases it. Thanks to mobile phones, consumers are now able to buy services and have them delivered later to their homes or……………

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