Mobile age provides marketing bonanza: But there are pitfalls as well as opportunities

Abstract

Purpose

The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Astute observers of film and television dramas made during the last two decades can probably date them fairly precisely according to the number (and perhaps size) of mobile phones being used. Few consumer products have become as globally accepted and (for the most part) embraced as warmly in such a short period of time. Most consumers – not just teenagers and twenty‐somethings – would not want to be without them. Only the most perversely stubborn Luddites would refuse to acknowledge that they are pretty useful.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2013), "Mobile age provides marketing bonanza: But there are pitfalls as well as opportunities", Strategic Direction, Vol. 29 No. 8, pp. 29-32. https://doi.org/10.1108/sd-06-2013-0038