Efficiency of SMS Marketing in Developing Countries: Bangladesh Case Study

19 Pages Posted: 21 Jun 2011 Last revised: 2 Jul 2011

See all articles by Imran Mahmud

Imran Mahmud

IUBAT- International University of Business Agriculture and Technology

Shahriar Rawshon

Business Initiative Leading Development (BUILD); BRAC University; IUBAT- International University of Business Agriculture and Technology

Fazle Munim

Jahangirnagar University

Date Written: June 20, 2011

Abstract

SMS - Short Message service is commonly used by the all mobile users in the world. This service is now one of the best media for promotion of the product and services. This paper focused on the best use of the SMS to make the best promotion in anytime and anywhere to the customer. In traditional marketing, there are electronic and paper media to make the advertisement and the latest news of the product. But in that case, those media are more expensive and some time is avoided by the customer. On the other hand, SMS marketing is a way where using lower cost, it can provide new messages of product or about the company. In this paper, a research has been taken place to measure the efficiency of SMS marketing in Bangladesh.

Suggested Citation

Mahmud, Imran and Rawshon, Shahriar and Munim, Fazle, Efficiency of SMS Marketing in Developing Countries: Bangladesh Case Study (June 20, 2011). Society of Interdisciplinary Business Research (SIBR) 2011 Conference on Interdisciplinary Business Research. Available at SSRN: https://ssrn.com/abstract=1867895 or http://dx.doi.org/10.2139/ssrn.1867895

Imran Mahmud (Contact Author)

IUBAT- International University of Business Agriculture and Technology ( email )

4 Embankment Drive Road, Uttara
Dhaka, 1230
Bangladesh

HOME PAGE: http://www.iubat.edu

Shahriar Rawshon

Business Initiative Leading Development (BUILD) ( email )

Dhaka Chamber Building (9th Floor)
65-66, Motijheel Commercial Area, Dhaka-1000
Dhaka, 1000
Bangladesh
88-02-9569961, 9561388 (18) (Phone)
88-02-9550103 (Fax)

HOME PAGE: http://buildbd.org/

BRAC University ( email )

BRAC University, 66 Mohakhali
Dhaka 1212 Bangladesh
Dhaka, 1212
Bangladesh

HOME PAGE: http://www.bracu.ac.bd/

IUBAT- International University of Business Agriculture and Technology ( email )

44 Embankment Drive Road, Sector-10
Uttara Model Town, Dhaka-1230.Bangladesh
Dhaka, 1230
Bangladesh
896 3523-27 (Phone)

HOME PAGE: http://https://www.iubat.edu/

Fazle Munim

Jahangirnagar University ( email )

Savar
Social Science Faculty, Savar
Dhaka, Dhaka 1342
Bangladesh

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