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	March 29, 2007 Case Study: Zagat Tests The Right Mobile Advertising Options by Christine Spivey Overby with Julie M. Katz, Charles S. Golvin, Sarah Glass	Average: 1  (1 rating)

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Executive Summary

Zagat Survey needed to reach mobile power users — a relatively small group — to market ZAGAT TO GO, a mobile product featuring its restaurant and nightspot reviews. To do so, it explored several mobile marketing mechanisms to home in on the ideal mobile marketing campaign. Why? Mobile marketing is still relatively uncharted waters, and Zagat sought to develop a knowledge base of each type.

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