英文摘要 |
This study systematically explains and analyzes the current issues of the mobile marketing running modes, services, operations, promotions and future trends. Based on the analyses of the industry, markets and customers in Taiwan, Japan and Korea, this cross-country study provides strategic planning including marketing mode, content /service design, pricing, technology, platform, user preferences and integrated marketing communication. We also sketch appropriate Taiwan mobile marketing business model for further researches. |