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Annotated Bibliography Summary

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Annotated Bibliography

1. Bayne, K. M. (2002). Marketing without Wires: targeting promotions and advertising to mobile device users. Retrieved 9 2014 Bayne demonstrates how current business and wireless advertisers are targeting their target market. She explains in detail how marketers reach users anytime, anywhere, and when they aren’t engaged with the web. The author also explains a few wireless advertising concepts such as SMS, text messaging, Push vs. pull, mobile, coupons, location-based advertising, time-sensitive advertising. The information appears to be valid and well researched. This source is intended to be learning material for student or entrepreneurs curious about mobile marketing.
2. Kalakota, R., & Robinson, M. (2002). M-business: the race to mobility. New York: McGraw Hill. Authors Kalakota and Robinson embrace the overall concept of mobile business and mobile marketing. They emphasize the rise of the mobile economy and how businesses have adapted and migrated into new trends and structural shifts in e-commerce, e-business, and m-business. The authors depict how the next successful generation of business leaders will be able to embrace the mobile marketing concept. The book also covers the phases and market evolution of M-business affecting Mobile marketing. …show more content…

She also shares her expertise of what mobile marketing strategies work and which ones does not. She explores how to target the mobile marketing demographics and identifying the most effective platforms. This text is great as it points out specific tactics that businesses need to be successful in integrating mobile into their marketing mix. This book gives a better understand and support of other sources used for this paper. This work covers the topic from a perspective of a business owner or entrepreneur looking to adapt to mobile marketing

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Fareena Alladin’s study of the fast food consumption of adolescents in Trinidad implies American media influences domestic and international consumers alike to purchase American fast food. The study looks at the television consumption of students in Trinidad aged 12-19, comparing their television intake to their likelihood to view fast food positively. The study aimed to identify a relationship between the amount of American television Trinidad students consumed and their opinions of fast food. Her study showed “medium and heavy viewers [of American television] were found to possess more favorable attitudes towards fast food” (Alladin 14). Alladin posed three research questions, and proposed three hypotheses; each hypothesis suggested a

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