Online promotion and marketing of mobile communication devices: an empirical study
by Xiaoning Zhu; Jiaqin Yang; Xiaobo Wu; June Wei
International Journal of Mobile Communications (IJMC), Vol. 10, No. 1, 2012

Abstract: The competition for mobile phone market has been dramatically increased recently. The quality of website designs from mobile phone producers is important in terms of market competition. This paper is an attempt to identify major issues and challenges in utilising companies' websites in promoting and marketing their mobile phone products and services. Data were collected through a comprehensive online observation. Fuzzy Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) was employed to evaluate the current online promotion implemented by major mobile phone manufacturers in China. The recommendations and suggestions for future research are also discussed.

Online publication date: Wed, 28-Dec-2011

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