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Mobile marketing resources

● 

The worldwide Mobile Marketing Association (

www.mmaglobal.com

) has case studies 

and statistics of adoption.

● 

Mobile Data Association’s text.it (

www.text.it

) focuses on marketing for SMS and picture 

messaging.

● 

Mobile Marketing Magazine (

www.mobilemarketingmagazine.co.uk

). An online maga-

zine focussing on emerging approaches and case studies.

● 

Smart Insights, mobile marketing (

www.smartinsights.com/mobile-marketing

). 

Examples and the latest developments in mobile marketing.

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4

➔ 

Social and legal factors  131

➔ 

Environmental and green issues 

related to Internet usage  154

➔ 

Taxation 155

➔ 

Economic and competitive 

factors 158

➔ 

Political factors  162

➔ 

E‑government 164

➔ 

Technological innovation and 

technology assessment  165 

4.1

  

The implications of globalisation 

for consumer attitudes  160

Chapter at a glance

Main topics

E‑environment

Learning outcomes

After completing this chapter the reader should be able to:

● 

Identify the different elements of an organisation  macro‑ 

 environment that impact on an organisation’s digital business 

and digital marketing strategy

● 

Assess the impact of legal, privacy and ethical constraints or 

opportunities on a company

● 

Assess the role of  macro‑  economic factors such as economics, 

governmental digital business policies, taxation and legal 

constraints

Management issues

Links to other chapters

The issues for managers raised in this chapter include:

● 

What are the constraints such as legal issues which should be 

taken into account when developing and implementing a digital 

business strategy?

● 

How can trust and privacy be assured for the customer while 

seeking to achieve marketing objectives of customer acquisition 

and retention?

● 

Assessment of the business relevance of technological 

innovation

The main related chapters are:

● 

Chapter 2 Marketplace analysis for e‑commerce – introduces the 

different elements of the online marketplace

● 

The strategic approaches outlined in Part 2 (Chapters 5, 6 and 8) 

require consideration of the constraints placed on strategy by a 

companies environment

Case studies

Web support

The following additional case studies 

are available at