S
Steve Holland
Publications - 1
Citations - 277
Steve Holland is an academic researcher. The author has contributed to research in topics: Marketing management & Shopper marketing. The author has an hindex of 1, co-authored 1 publications receiving 228 citations.
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Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues
Venkatesh Shankar,M.H.P. Kleijnen,Suresh Ramanathan,Ross Rizley,Steve Holland,Shawn Morrissey +5 more
TL;DR: In this article, the authors define mobile shopper marketing as the planning and execution of all mobile-based marketing activities that influence a shopper along and beyond the path-to-purchase: from the initial shopping trigger, to the purchase, consumption, repurchase and recommendation stages.