Mobile marketing: the role of permission and acceptance

  title={Mobile marketing: the role of permission and acceptance},
  author={Stuart J. Barnes and Eusebio Scornavacca},
  journal={Int. J. Mob. Commun.},
The escalation and convergence of distributed networks and wireless telecommunications has created a tremendous potential platform for providing business services. In consumer markets, mobile marketing is expected to be a key growth area. The immediacy, interactivity and mobility of wireless devices provide a novel platform for marketing. The personal and ubiquitous nature of devices means that interactivity can be provided anytime and anywhere. However, as experience has shown, it is important… 

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