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M-Commerce: Analysis of Impact on Marketing Orientation
Abstract
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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