Ict in Marketing a study of The Use of Internet and Mobile Phones in Five Selected Companies in Dublin

Table of Contents
CHAPTER ONE...............................................................................................................1
1.0
INTRODUCTION..................................................................................................2
1.1
MOTIVATION, PURPOSE, AND JUSTIFICATION...............................................2
1.2
SURVEY FOCUS.................................................................................................3
1.3
BACKGROUND TO THE RESEARCH.................................................................4
1.4
eICT and mICT.....................................................................................................5 
1.5
OUTLINE OF RESEARCH PRESENTATION.....................................................13
CHAPTER TWO.............................................................................................................15
2.0
LITERATURE REVIEW.......................................................................................16
2.1
ICT DIFFUSION..................................................................................................16
2.2
ICT IN MARKETING...........................................................................................17
2.2.1 A STUDY BY BENGTSSON, ET AL....................................................................20
2.2.2 A STUDY BY ADAM STEWART, ET AL..............................................................21
2.2.3 A STUDY BY RUTH RETTIE..............................................................................22
2.3
EMAIL MARKETING...........................................................................................24
2.3.1 EMAIL MARKETING TIPS BY CAROL ELLISON...............................................25
2.3.2 EMAIL MARKETING FREQUENCY....................................................................29
2.3.3 BUILDING YOUR EMAIL REPUTATION.............................................................30
2.4
SMS MARKETING...............................................................................................31
2.4.1 SMS ADVERTISING............................................................................................35
2.4.2 MMS MARKETING..............................................................................................36
2.4.3 MOBILE INTERNET.............................................................................................38
2.5
MOBILE BANKING...............................................................................................39
2.6
METRICS OF EFFECTIVENESS.........................................................................40
2.6.1 KEY PERFORMANCE INDICATORS...................................................................41
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