Research Article
Marketing in Wireless Communication: A Systematic Review
@INPROCEEDINGS{10.1007/978-3-031-34851-8_7, author={Angelie Natalia Sanjaya and Agung Purnomo and Yogi Tri Prasetyo and Cuk Tho and Fairuz Iqbal Maulana and Satria Fadil Persada}, title={Marketing in Wireless Communication: A Systematic Review}, proceedings={Wireless and Satellite Systems. 13th EAI International Conference, WiSATS 2022, Virtual Event, Singapore, March 12-13, 2023, Proceedings}, proceedings_a={WISATS}, year={2023}, month={6}, keywords={Entrepreneurship Marketing Marketing Mix Systematic Literature Review Wireless Communication}, doi={10.1007/978-3-031-34851-8_7} }- Angelie Natalia Sanjaya
Agung Purnomo
Yogi Tri Prasetyo
Cuk Tho
Fairuz Iqbal Maulana
Satria Fadil Persada
Year: 2023
Marketing in Wireless Communication: A Systematic Review
WISATS
Springer
DOI: 10.1007/978-3-031-34851-8_7
Abstract
Wireless communication is becoming a trend in today's environment because it facilitates access to a wider range than non-wireless communication. In entrepreneurship, the product marketing process will greatly benefit if it is carried out with the right STP strategy. In addition to creating efficiencies in marketing mix activities, it also expands the reach of consumers and becomes more sophisticated. With this research study, we review the literature and relevant research data on marketing in wireless communication. In particular, we report a systematic literature review applying the PRISMA guidelines. There were 21 relevant articles on wireless communications and marketing published based on a systematic search of the Scopus database. The results show that publications on marketing in wireless communication have not been widely analyzed with various levels, quantitative, industries, and perspectives. The top research country was the United States and the most widely used stratified analysis was the network level. Industry analysis contains mostly information technology topics using a positioning and process perspective. Further research is possible, such as research into marketing in wireless communications using team levels with energy or food industry topics and a marketing element perspective, targeting, price, and place.
