Hindustan Unilever Limited: Mobile Marketing in Rural India - Kan Khajura Tesan (B)
Rakhi Thakur
Product #:9B15A038
Supplier:Ivey
Discipline:International Business, Marketing
Setting:India, 2013
Subjects:
Your Price:$9.71
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Learning Objectives
- To examine the role of the value delivered to consumers through interactive and mobile marketing platforms and content in influencing campaign success.
- To analyze the objectives of mobile marketing strategies, whether to get consumers to take action (behavioural) or to entertain (attitudinal/brand building).
- To understand the enablers to adoption of innovations and the role of marketing communications in facilitating the process.
- To examine differences in consumer responses to/adoption of mobile marketing campaigns across different regions, and to illustrate the factors that might lead to these differences.