Mobile marketing at Turkcell: Turkey's leading mobile operator
Küçük Resim Yok
Tarih
2011
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Emerald Group Publishing Ltd.
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Subject area: Mobile marketing. Study level/applicability: Undergraduate and Graduate levels. Case overview: Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing. Expected learning outcomes: Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer-centric value propositions of mobile marketing; gain a perspective on the nature and dynamics of mobile business environment and have the chance to examine real-market campaigns that leverage unique properties of the mobile medium. Supplementary materials: Teaching notes. © 2011, Emerald Group Publishing Limited.
Açıklama
Anahtar Kelimeler
Advertising, Marketing, Mobile Communications Systems, Telecommunications, Turkey
Kaynak
Emerald Emerging Markets Case Studies
WoS Q Değeri
Scopus Q Değeri
Q4
Cilt
1
Sayı
1
