Handbook of Research on Mobile Marketing Management Advances in E Business Research Series Aebr Book Series 1st Edition by Key Pousttchi ISBN 1605660744 9781605660745

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Product details:

ISBN 10: 1605660744 

ISBN 13: 9781605660745

Author: Key Pousttchi

Mobile communication techniques revolutionize marketing in its gain of consumer time and attention for advertiser support. This groundbreaking type of marketing provides the luxury of reaching consumers in a greater variety of times and settings than ever before, a possibility that those in the advertising field crave.

The Handbook of Research on Mobile Marketing Management provides a compelling and relevant collection of innovative mobile marketing thoughts and practices. Through offering more than 25 insightful articles by international experts on leading edge technologies of marketing applications, this reference is a critical resource for advertisers, researchers, and academicians.

Table of contents:

1. Marketing Objectives, Types, and Implementation Techniques

2. Towards Ubiquitous Marketing

3. The Locales Framework

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. Mobile Network Operators: Value-Added Services Changing the Way of Doing Business

10. Constraints and Challenges

11. Employment and Acceptance of Near Field Communication in Mobile Marketing

12. An Empirical Study

13. Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising

14. Theories behind Mobile Marketing Research

15. Consumer and Business Perspectives

16. The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising

17. A Case Study on Response Behavior Changes in Services Consumption

18. An Interdisciplinary Approach

19. Relevance for Relationship Management and Consumer Acceptance

20. An Empirical Study

21. Understanding Consumer Recommendation Behavior

22. Exemplification of Mobile Marketing Campaigns

23. Interactive Customer Retention Management for Mobile Commerce

24. Available Technologies, Future Opportunities, and New Marketing Trends

25. 5 Theses for Today and Tomorrow

26. Compilation of References

27. About the Contributors

28. Index

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Tags: Key Pousttchi, Handbook, Research, Mobile Marketing, Management, E Business