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A Primer For Navigating The Shoals Of Applying Wireless Technology To Marketing Problems
Published 2005 · Business
Purpose – This paper seeks to help marketers become familiar with the strengths and weaknesses of the current state of wireless technology that is being applied to marketing problems.Design/methodology/approach – The paper first examines successful applications of wireless technology to connect marketing applications to wireless technology. A total of 11 important issues and questions are presented to help marketers know the key points in building a successful wireless application. A glossary to clarify the acronyms is presented.Findings – The main focus is business persons as they will create the technology environment that will become the research environment. The excitement caused by new developments such as wireless has the potential to have significant impacts on marketing practice or lead to major failures. Mobile commerce (m‐commerce) driven by wireless technology is generating interest from marketers. A partnership between marketers and technology developers is needed to create a successful applic...