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Mobile Marketing in India

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Mobile Marketing in India
FINAL THESIS REPORT

A STUDY

ON

“ MOBILE MARKETING IN INDIA”

PGDM – SEMESTER – IV

SESSION:2008 – 2010

SUBMITTED TO: SUBMITTED BY:

Dr. Robert R K. Das Pattanayak Mohd Haris Zameer

ROLL NO: 08-IV-830

INSTITUTE OF MARKETING AND MANAGEMENT

Undertaking

This is to certify that the project work title “ MOBILE MARKETING IN INDIA” by Mohd. Haris Zameer, o8-IV-830 is an authentic work carried out by him under my guidance and supervision in the Post Graduate Diploma in Management From Institute of Marketing & Management . The report submitted has been founded satisfactory for the partial fulfilment of the degree of P.G.D.M.

Dr. Robert R K. Das Pattanayak

(PROJECT SUPERVISOR)

Acknowledgement

“The completion of any project depends upon the co-operation, coordination and combined efforts of several resources of knowledge, inspiration & energy.”

“Words often fail to express one’s inner feelings of gratitude and indebtedness to one’s benefactors, but then it is the only readily available medium through which the undersigned can express their sincere thanks to all those who are associated with the work in one way or the other”.

A project can never exist and thrive in solitude. Project work is never the work of an individual. It is more a combination of use, suggestions and contributions and work involving many individuals. This project also bears the impact of many people.

Thus one of the most pleasant parts of writing this report is the opportunity to thank all those who have contributed towards it. Words fall short acknowledging immense support lent to me yet I will try to


Bibliography: • Babbar Geetanjali (2006), Mobile Music Piracy: Crippling the VAS Industry, September 21, 2006 • Prashant Pravin (2006), Cellular Services: Triple Play: Growth, Expansion, and Profit , Financial Express, July 4, 2005 ▪ Sethi Vishal (2006), Telecom Sector in India: Law, Policy & Procedure, JBA Publishers, New Delhi ▪ Allen, J ▪ Barwise, P., & Strong, C. (2002). “Permission Based Mobile Advertising”. Journal of Interactive Marketing ▪ Bauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). “Driving Consumer Acceptance Of Mobile Marketing: A Theoretical Framework and Empirical Study”. Journal of Electronic Commerce Research, Vol. 6, No. 3, pp. 181-192. ▪ Cleff, E. B. (2007). “Privacy Issues in Mobile Advertising”. International Review of Law Computers & Technology. Vol. 21, No. 3, pp. 225–236. ▪ Dru, M. A., & Saada, S. (2001). “Location Based Mobile services- the essentials”. Alcatel Telecommunications Review. 1st Quareter 2001. ▪ Fafinski, S. (2007). “UK Cyber Crime Report”. Garlik UK(online). ▪ Haig, M. (2002). Mobile Marketing: The Message Revolution. London: Kogan Page. ▪ Heuvel, D. V. (2008). “Interactive Marketing Pulls the Right Consumer Over Time”. Marketing News, American Marketing Association. pp. 21. ▪ Karjaluoto, H., Lehto, H., Leppäniemi, M., & Mustonen, T. (2007). “Insights into the Implementation of Mobile Marketing Campaigns”. International Journal of Mobile Marketing. Vol. 2, No. 2, pp. 10-20. ▪ Kavassalis, P., Spyropoulou, N., Drossos, D., Mitrokostas, E., Gikas, G., & Hatzistamatiou, A. (2003). “Mobile Permission Marketing: Framing the Market Inquiry”. International Journal of Electronic commerce. Vol. 8, No. 1, pp. 55-79. Kolmel, B., & Alexakis, S. (July, 2002). “Location Based Advertising”. First International Conference on Mobile Business (M-Business 2002), Athens, Greece. ▪ New Media Age, (2005). “Lucozade uses LBS Campaign in Ireland”. New Media Age (September,2005) ▪ New Media Age, (2008) Rao, B., & Minakakis, L. (2003). “Evolution of Mobile Location Based services”. Communications of the ACM. Vol. 46, No. 12, pp. 61-65. Unni, R., & Harmon, R. (2007). “Perceived Effectiveness of Push vs. Pull Mobile Location-Based Advertising”. Journal of Interactive Advertising. Vol. 7, No. 2. ▪ Vatanparast, R., & Asil, M. (2007). “Factors Affecting the Use of Mobile Advertising”. International Journal of Mobile Marketing. Vol. 2, Issue 2, pp. 21-34. Ververidis, C., & Polyzos, G. C. (July,2002). “Mobile Marketing Using a Location Based Service”. First International Conference on Mobile Business (M-Business 2002), Athens, Greece.
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