The purpose of this graduate paper is to show how mobile marketing with it's tools and techniques can influence on the behavior and decisions of consumers. Also, taking the company Puma as an example, this type of marketing has been researched and how it has influenced it's business. Mobile marketing is an aggregate of protocols which allow organizations to communicate with their target group and to stimulate them to engage in an interactive and for them relevant way via any mobile device or network. Mobile marketing has 4 dimensions and those are : ubiquity, richness, allowness and adaptability according to users. Today there are many tools of mobile marketing and the most known and the most present are: SMS and MMS, mobile entertainment, mobile advancement of sales, mobile banking, mobile commerce and LBS services. SMS is regarded as the first real mobile advertising and the pioneer of the modern shape of mobile marketing. Mobile advancement of sales represents short-term stimulations and all kinds of different motivations like coupons, gifts, discounts and rebates that seek to stimulate potential customers to make a purchase. Also one of the most known tools of mobile marketing are LBS services which are based on the location of the user and that's why this tool is used more often. Mobile commerce allows users to make a purchase from any place in any time which makes shopping faster and simpler. Mobile banking has developed from mobile commerce and it represents using a smartphone or some other form of portable device connected to a network for doing internet banking tasks outside the bank. With those tools and techniques also important are strategies of mobile marketing which greatly depend on the way that consumers are going to react to a product or service. Which strategy to ise depends on the politics of individual companies. There's more and more talk about the relationship of companies and consumers, in other words, how can a customer alone influence the making of products and services. As previously stated, in this paper will also be shown the management of mobile marketing of one of the biggest international corporations Puma, and which techniques and tools they have used to attract and keep existing consumers. In the end it's shown how it has affected their financial management.