Abstract:

The fast development of network technologies and the incentive usage of mobile electronic devices like smart phones and tablets in the recent years caused the mobilization of business processes. Thereby the business processes can be executed time and place independently. The businesses especially benefit from the advantages of mobile technologies in the area of sales and marketing. While developing their global marketing strategies they consider mobile marketing methods since they enable completely new marketing opportunities. Mobile marketing alternatives are not limited to sending text messages (SMS advertisements) to mobile phones. In order to establish a multiple marketing strategy including mobile marketing techniques it is necessary to have a broad classification of all possible mobile marketing types and to know the effects of mobile marketing on the marketing mix elements. Since there is not yet an accepted classification for mobile marketing applications, the aim of this work is to make a classification proposal for mobile marketing and finally to determine the effects of mobile marketing on the elements of the marketing mix. MOBİL PAZARLAMA – SINIFLANDIRMA ÖNERİSİ VE PAZARLAMA KARMASI ÜZERİNE ETKİLERİ

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