Smartphones shape Mondelez marketing

01/7/2013 | Advertising Age (tiered subscription model)

Bonin Bough, Mondelez International's vice president for global media and consumer engagement, writes that the mobile phone is central to the marketing strategy of the world's largest snack company. "We need to rethink our approach to the impulse buy," he writes. "We must understand the media solutions that drive impulse purchases and seize the opportunity presented by mobile."

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