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Marketing Dissertations

C/B/4378. Dissertation. Privacy issues in location based marketing

WORDS:
10950
DATE:
2012
PRICE:
109.99 GBP

This dissertation focuses on location based marketing, and aims to examine the effectiveness of this type of marketing in the retail market in the United Kingdom. The study pays specific interest to the privacy issues that are related to location based marketing. The review of literature discusses a range of topics, some of which include privacy issues, customer’s perceptions towards privacy issues, and general location based marketing. This is then followed by the methodology, which identifies the data collection methods used within this study. This section also examines the way in which Porter’s Five Forces analysis will be used within the study, and this is followed by a review of current location based marketing campaigns in the UK. The dissertation performs a thorough analysis of all of the findings, and conclusions are made regarding limitations and future research.

 

KEYWORDS: Dissertation, location based marketing, retail market, United Kingdom, Porter’s Five Forces analysis, privacy issues, location based marketing campaigns,

 
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