This paper presents the theoretical background of mobile marketing and analyzes the potential and current status of mobile marketing in Vietnam in the period of 2005 - 2017. The analysis shows that Vietnam is a country with many potential opportunities for extensive mobile marketing , the application of mobile marketing has not matched the potential and there have been some certain limitations because ofusing simple tools, not having promoted effective tools of mobile marketingand therudimentary expression. Based on that, the article offers some recommendations to promote mobile marketing in Vietnam in the coming time. |
