Mobile advertising and Mobile commerce

read Chapter 15: Global Marketing and the Digital Revolution, and refer back to Chapter 9: Global Market-Entry Strategies: Licensing, Investment, and Strategic Alliances in your text.

Mobile advertising and mobile commerce are terms that describe the use of cellphones as channels for delivering advertising messages and conducting product and service transactions. For this discussion forum, choose between Starbucks and McDonald’s, and imagine you have a contract with this company to strategize and enhance its mobile advertising and mobile commerce activities. Do some research, and see what already is available in terms of mobile advertising and mobile commerce for your company.

In your initial post,

  • Summarize current mobile advertising and mobile commerce activities being used by your contract company.
  • Formulate a new mobile strategy for your contract company around the use of GPS and mobile payment.
    • Select two implementation challenges if your proposal is accepted to roll out globally.
    • Evaluate how the company deciding to enter a new market via licensing versus investment would impact the new mobile strategy that you are proposing.

Your initial discussion post should be 250 words. Cite your textbook and any other sources used to support your ideas. APA Format.


Book Reference is Keegan, W. J., & Green, M. C. (2020). Global marketing (10th ed.). Pearson

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