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How Brands Can Make Smarter Decisions in Mobile Marketing

Strategies for Improved Media-Mix Effectiveness And Questions for Future Research

Vassilis Bakopoulos, John Baronello, Rex Briggs
DOI: 10.2501/JAR-2017-052 Published 1 December 2017
Vassilis Bakopoulos
Mobile Marketing Association,
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  • For correspondence: Vas@mmaglobal.com
John Baronello
Allstate Insurance,
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  • For correspondence: John.Baronello@allstate.com
Rex Briggs
Marketing Evolution,
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  • For correspondence: rex.briggs@marketingevolution.com
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Article Information

vol. 57 no. 4 447-461
DOI 
https://doi.org/10.2501/JAR-2017-052

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Published online December 6, 2017.

Copyright & Usage 
Copyright© 2017 ARF. All rights reserved.

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Vol 57 Issue 4

Journal of Advertising Research: 57 (4)
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How Brands Can Make Smarter Decisions in Mobile Marketing
Vassilis Bakopoulos, John Baronello, Rex Briggs
Journal of Advertising Research Dec 2017, 57 (4) 447-461; DOI: 10.2501/JAR-2017-052

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How Brands Can Make Smarter Decisions in Mobile Marketing
Vassilis Bakopoulos, John Baronello, Rex Briggs
Journal of Advertising Research Dec 2017, 57 (4) 447-461; DOI: 10.2501/JAR-2017-052
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  • Article
    • INTRODUCTION
    • BACKGROUND
    • CASE-STUDY METHODOLOGY
    • RESULTS
    • BEST PRACTICES IN MOBILE MARKETING
    • LIMITATIONS
    • FUTURE RESEARCH
    • ABOUT THE AUTHORS
    • ACKNOWLEDGMENTS
    • Footnotes
    • REFERENCES
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