The development of the Internet, as an interactive mass media, and the subsequent development of mobile devices, enabled the merging of these two media, which led to easier communication between companies and consumers, as space and business time constraints disappeared, making mobile devices the most powerful media of today's communication. This development has made it easier for companies to better and faster communicate with consumers, but at the same time led to increased market competition, which is beneficial for the consumer, but put the companies into distress and must strive to attract customers with attractive offers and deals. The topic of this graduate paper is tourist offer management through use of mobile marketing. This paper will present the definition of mobile marketing, its characteristics and its application and importance in the tourism industry, looking from the aspect of the company and consumers. The main literature, which will be used in this paper, is book "Integrated marketing" by authors Damir Dobrinić, associate PhD professor, and Iva Gregurec, PhD. Also, as part of the work, a brief survey will be conducted on use of mobile marketing in tourism by customers. The theoretical part of the paper will, along with the main literature, rely on various books, accompanying literature, and data collected from various web sites in order to collected facts be as actual as possible, because changes in this dynamic area occur almost on an everyday basis.