Contribution of QR-Codes to the Marketing Mix − A Case Study

OpenAlex English

The mobilisation of IT-applications over the past few years has opened up new opportunities for business companies to develop mobile marketing strategies. QR-Codes, as the most popular way of mobile tagging, enable a pull mobile marketing strategy, wherein customers can request information about products or services that interest them by scanning a code with their mobile devices. This study provides an assessment of the potential contribution of QR-Codes to marketing mix elements, using the familiar framework of the four Ps (product, price, promotion, place) and the four Cs (costumer, cost, communication, convenience). In order to investigate the influences of QR-Codes in the context of marketing mix elements, a case study about QR-Code based mobile marketing activities of B/S/H/ Turkey (one of the leading electronic home appliances companies in Turkey) is presented.