The meaning of smartphones for marketing communication
The meaning of smartphones for marketing communication

Summary/Abstract: The paper is a review of secondary sources presenting the importance of mobile marketing communication on the contemporary market. A special attention is paid to the use of smartphones in marketing communication, both from the sender’s (organization’s) and receiver’s (customer’s) points of view. The paper discusses various approaches to mobile marketing communication, some analyses from Polish market (case studies), and proposes a structure of tools for mobile marketing communication.

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