THE ROLE AND IMPORTANCE OF MOBILE MARKETING IN THE SYSTEM OF MARKETING MANAGEMENT

Sa？etak Mobile marketing is a relatively new branch of marketing, referring to the two-way marketing communication between company and customers that takes place via mobile devices. The effectiveness of marketing campaigns has been greatly increased when mobile devices have been used in conjunction with traditional media and in that case potential customers show more intention to purchase. Implementation of mobile marketing strategy in marketing management is a complex and demanding process. To make the implementation possible, companies should first examine the socio-cultural and technological factors which dominate on the market. Mobile marketing has a great impact on all elements of the marketing mix and allows companies to develop products with the shape and characteristics which are desirable with existing and potential clients. Besides, mobile marketing offers complete control over pricing and distribution and provides great promotional activities through mobile devices such as advertising, sales promotion and direct marketing. It has been a significant role and importance of mobile marketing in the system of marketing management where stands out the importance of multi-platform advertising (tv+iPhone+iPad)