Yamamoto, G.T.2025-08-152025-08-1520099781605669175978160566916810.4018/978-1-60566-916-8.ch0032-s2.0-105011910553https://doi.org/10.4018/978-1-60566-916-8.ch003https://hdl.handle.net/20.500.14517/8224This section overviews marketing and the impacts of technology on marketing, and presents the current situation where certain traditional rules of marketing are not valid anymore and certain new efforts are required. Also the mechanism of exploration is taken into consideration before going into the details of mobile marketing. Mobile marketing is discussed with its narrow and wide meanings. © 2010 by IGI Global. All rights reserved.eninfo:eu-repo/semantics/closedAccessBook PartN/AN/A5067