ABSTRACT
This chapter discusses the topic of mobile marketing, set in the larger context of online marketing. It also discusses some concepts about international distribution, online distribution and promotion through electronic commerce and digital marketing. Distribution is all about providing customers with access to companies' offerings. In an international context, distribution thus requires that companies give foreign customers access to products and services across national borders. The chapter looks at the broader field of digital and online marketing, with several definitions to differentiate concurrent approaches. It also covers some of the main drivers of mobile marketing acceptance. Digital marketing is understood as marketing activities that rely on digital media, i.e., any medium that uses computers and their 'binary' language. The chapter looks into the many examples of firms, from all kinds of industries that have developed mobile apps or used creative ways to employ mobile technology in stores and promotional material.
