Mobile marketing implementation in Alfa Tiles: an app development
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Título
Mobile marketing implementation in Alfa Tiles: an app developmentAutoría
Tutor/Supervisor; Universidad.Departamento
Palmer-Silveira, Juan; Universitat Jaume I. Departament d'Estudis AnglesosFecha de publicación
2019-10-23Editor
Universitat Jaume IResumen
Portable technology is having an increasing impact in today’s society as evidenced by
the widespread use of mobile, tablet and computer devices around the world. As
developments in the field of science, computing ... [+]
Portable technology is having an increasing impact in today’s society as evidenced by
the widespread use of mobile, tablet and computer devices around the world. As
developments in the field of science, computing engineering, gaming, e-marketing and
other branches related are carried out, a new concept is being built and referred as “mmarketing” (i.e. mobile marketing). Businesses are not unaware of that evolution and
the way consumers perceive and understand the new possibilities resulting from this
change: from printed and face-to-face communication to digital and distance
interactions. Leppäniemi & Karjaluoto (2005: 202) following Poropudas (2002) agree
that m-advertising “has no comparative alternative” for establishing and keeping in
contact with customers. The commercial sector is indeed working to reach those clients
that nowadays tend to approach branding through their smartphones and that make their
purchases online.
The aim of this paper is approaching m-marketing to the Spanish company Alfa Tiles,
S.L. by means of the development of a commercial application. This tool should
provide relevant contents and services to potential and current customers, and therefore,
catch up with new advances and perceptions of digital marketing. First of all, an
overview of mobile marketing and strategies related to this field will be described. After
that, relevant data about the company focused on will be provided and its internal and
external situation will be analysed. The marketing strategy and the purchase process to
actually achieve selling the product will also be considered. An explanation of how the
application has been developed will follow, and finally, some suggestions for further
research will be given, mainly going in the direction of promoting the app. [-]
Palabras clave / Materias
Descripción
Treball Final de Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs: 2018/2019
Tipo de documento
info:eu-repo/semantics/masterThesisDerechos de acceso
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