Association of Marketing Theory and Practice Proceedings 2013

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date



As “smartphones” have displaced traditional cell phones, mobile marketing—marketing via wireless handheld devices—has become increasingly more sophisticated. This paper highlights the dramatic shifts underway in the field of mobile marketing with the advent of mobile technology that simultaneously delivers web access, location information, and social networking capabilities. The paper makes a case for why smartphones may foreshadow the end of traditional push marketing, giving way to a new style of marketing that is location-based, context-specific and superior at initiating consumer pull.

About the Authors

Julie Pharr is a Professor of Marketing at Tennessee Tech University in Cookeville, TN where she has taught marketing in the College of Business for the last 26 years. Her doctorate in marketing is from Mississippi State University (1987). Dr. Pharr has published numerous papers in journals and conference proceedings over the years, including works in the Journal of Marketing Theory and Practice, Journal of Management and Marketing Research, Industrial Marketing Management, Journal of Small Business Management, Journal of Contemporary Business Issues, Services Marketing Quarterly, and National Social Sciences Journal.

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Digital Commons@Georgia Southern License

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Marketing Commons