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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

M-Commerce: Analysis of Impact on Marketing Orientation

M-Commerce: Analysis of Impact on Marketing Orientation
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Author(s): Nenad Jukic (Loyola University, USA), Abhishek Sharma (Loyola University, USA), Boris Jukic (George Mason University, USA)and Manoj Parameswaran (University of Maryland, USA)
Copyright: 2002
Pages: 3
Source title: Issues & Trends of Information Technology Management in Contemporary Organizations
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-930708-39-6.ch105
ISBN13: 9781930708396
EISBN13: 9781466641358


This paper analyzes the potential ramifications to the field of marketing and changes in the market due to the advent of Mobile Commerce (M-Commerce). M-Commerce has been defined as a process of conducting commercial transactions via a “mobile” telecommunications networks using a communication, information, and payment devices such as a mobile phone or a palmtop unit. This paper analyzes the opportunities that various characteristics of the M-Commerce model bring to the field of marketing. In particular, the paper investigates the likelihood of emergence of mall-like zones that are based both on the geographical proximity of services and goods providers and the use of mobile communication devices. Such zones have a potential of becoming the basic units for any marketing analysis of M-Commerce scenarios. As M-Commerce attains maturity, the zones could become the fundamental parameter in marketing evaluation.

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