In this week’s suggested reading by Bryan Meszaros, he asks whether mobile is a “true friend or [an] invulnerable foe.” The answer is that it can be both. Mobile marketing is not only beneficial, but also an integral part of the future for brick and mortar businesses. Without allotting the proper time and resources to developing a mobile marketing plan however, companies can detract from the shopping experience and turn customers away. Mobile Marketing is the....

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