Mobile Marketing: A Synthesis and Prognosis Academic Article uri icon


  • Mobile marketing refers to the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. We present the conceptual underpinnings of mobile marketing and a synthesis of the relevant literature. We identify and discuss four key issues: drivers of mobile device/service adoption, the influence of mobile marketing on customer decision-making, formulation of a mobile marketing strategy, and mobile marketing in the global context. We outline research directions related to these issues and conclude by delineating the managerial implications of mobile marketing insights. © 2009 Direct Marketing Educational Foundation, Inc.

altmetric score

  • 9

author list (cited authors)

  • Shankar, V., & Balasubramanian, S.

citation count

  • 243

publication date

  • May 2009