Broadening the Perspective on Mobile Marketing: An Introduction

Wolfgang Fritz, Stefanie Sohn, Barbara Seegebarth

Research output: Contribution to journalJournal articleResearchpeer-review


The authors elucidate the current state of the new millennium phenomenon called mobile marketing. In the process, they consider the proliferation in mobile technology and devices and comment on future possibilities in the realm of mobile marketing. Following this, they introduce and provide brief descriptions of each of the articles in this issue. Collectively, these articles enlighten the reader on aspects of consumer behavior in a mobile-dominated marketing world.

Original languageEnglish
JournalPsychology & Marketing
Issue number2
Pages (from-to)113-118
Publication statusPublished - Feb 2017
Externally publishedYes


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