| Description |
1 online resource (xxxii, 548 pages) : illustrations |
| Series |
Advances in e-business research series (AEBR), 1935-2700 |
|
Advances in e-business research series.
|
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IGI Global research collection
|
| Contents |
1. Mobile Marketing Management -- 2. Reviewing Mobile Marketing Research to Date -- 3. Framework for Mobile Marketing -- 4. Factors Affecting Mobile Advertising -- 5. Advertising Challenges in Ubiquitous Media Environments -- 6. Segmentation Challenges Posed by Transnationals in Mobile Marketing -- 7. Situation Approach as Success Factor of Mobile Marketing -- 8. A Framework for Understanding Mobile Value Offering through Multi-Country Studies -- 9. Supporting Marketing Practices -- 10. Mobile Customer Relationship Management (mCRM) -- 11. Employment and Acceptance of Near Field Communication in Mobile Marketing -- 12. Mobile Customer Acquisition in the Swiss Health Care Industry -- 13. Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising -- 14. Theories behind Mobile Marketing Research -- 15. In Search of Successful Mobile Advertising -- 16. The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising -- 17. Mobile DM Coupon Promotion in Japan -- 18. Mobile Store Environment Dynamics -- 19. Mobile Loyalty Programs -- 20. Analyzing the Forwarding Behavior in Mobile Viral Marketing -- 21. Understanding Consumer Recommendation Behavior -- 22. Integrating Mobile Marketing into the Marketing Communication -- 23. Interactive Customer Retention Management for Mobile Commerce -- 24. Mobile Business and Mobile TV -- 25. Brand Driven Mobile Marketing |
| Summary |
"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher |
| Analysis |
Advertiser adoption |
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Business models in mobile marketing |
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Conceptualization of mobile marketing |
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Consumer and advertiser perception and attitudes |
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Cross-country comparison of consumer attitudes |
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Interactions among mobile devices, applications, and users |
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International mobile marketing regulation |
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Location based services |
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Mobile marketing campaign management |
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Mobile marketing campaign planning |
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Mobile marketing campaign types |
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Mobile marketing metrics |
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Mobile marketing practices |
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Mobile marketing research |
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Mobile marketing value system |
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Mobile technologies |
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Privacy issues and trust in mobile marketing |
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Standardization in mobile marketing |
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Success factors of mobile marketing |
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Theory building in mobile marketing |
| Bibliography |
Includes bibliographical references (pages 484-528) and index |
| Notes |
Print version record |
| Subject |
Telemarketing.
|
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Text messages (Cell phone systems)
|
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Internet marketing.
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Internet advertising.
|
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Cell phones.
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Text Messaging
|
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Cell Phone
|
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text messages.
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cellular telephones.
|
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BUSINESS & ECONOMICS -- Marketing -- Telemarketing.
|
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BUSINESS & ECONOMICS -- Marketing -- Multilevel.
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BUSINESS & ECONOMICS -- Mail Order.
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BUSINESS & ECONOMICS -- Marketing -- Direct.
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BUSINESS & ECONOMICS -- E-Commerce -- Internet Marketing.
|
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Cell phones
|
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Internet advertising
|
|
Internet marketing
|
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Telemarketing
|
|
Text messages (Cell phone systems)
|
| Form |
Electronic book
|
| Author |
Pousttchi, Key, 1970-
|
|
Wiedemann, Dietmar G., 1977-
|
|
IGI Global.
|
| LC no. |
2009006922 |
| ISBN |
9781605660752 |
|
1605660752 |
