Segmentation challenges posed by ‘transnationals’ in mobile marketing
(2009)
Book Chapter
Sirkeci, I., & Mannix, R. (2009). Segmentation challenges posed by ‘transnationals’ in mobile marketing. In Handbook of Research on Mobile Marketing Management (94-114). IGI Global. https://doi.org/10.4018/978-1-4666-1598-4.ch064
Mobile technologies have posed new challenges for marketers as well as opportunities in an increasingly global market with high human mobility within and across borders. To understand and address customer needs more effectively, this chapter proposes... Read More about Segmentation challenges posed by ‘transnationals’ in mobile marketing.