The role of marketing in development challenges of mobile e-commerce

Abstract

The author considers in the article of a tendency and a problem of use of marketing in the new direction of Internet business - in mobile electronic trading. It provides data on use of new devices of personal communication (smartphones and tablet computers) for registration of orders in the trading companies, shows a role of mobile applications. The author carefully analyzes recommendations of the marketing companies about expansion of mobile electronic «shopping» in the world market, shows difficulties in implementation of these recommendations. In the conclusion the author analyzes development of mobile electronic commerce in Russia.