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The Future of Retail Is Mobile

How Mobile Marketing Dynamics Are Shaping the Future of Retail

Gian M. Fulgoni, Andrew Lipsman
DOI: 10.2501/JAR-2016-041 Published 1 December 2016
Gian M. Fulgoni
comScore, Inc.,
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  • For correspondence: gfulgoni@comscore.com
Andrew Lipsman
comScore, Inc.,
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  • For correspondence: alipsman@comscore.com
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Vol 56 Issue 4

Journal of Advertising Research: 56 (4)
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The Future of Retail Is Mobile
Gian M. Fulgoni, Andrew Lipsman
Journal of Advertising Research Dec 2016, 56 (4) 346-351; DOI: 10.2501/JAR-2016-041

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The Future of Retail Is Mobile
Gian M. Fulgoni, Andrew Lipsman
Journal of Advertising Research Dec 2016, 56 (4) 346-351; DOI: 10.2501/JAR-2016-041
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  • Article
    • INTRODUCTION
    • MOBILE'S EFFECT ON THE HOLIDAYS: A CASE STUDY
    • HOW MOBILE CHANNEL GROWTH FUELS SPENDING
    • MOBILE APP VERSUS MOBILE WEB
    • MOBILE MEASUREMENT INNOVATION
    • IMPLICATIONS FOR 2017 AND BEYOND
    • AUTHORS' BIOS
    • Footnotes
    • REFERENCE
  • Figures & Data
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Topics

  • Cross-platform
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More in this TOC Section

  • How Amazon Will Revolutionize The Future of Television Advertising
  • Precise Targeting Foiled by Imprecise Data
  • Why Knowledge Gaps in Measurement Threaten the Value of Television Advertising
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