Handbook of research on mobile marketing management  [electronic resource] / 
[edited by] Key Pousttchi, Dietmar G. Wiedemann. 
 - Hershey, Pa. :  IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA),  c2010. 
 - electronic texts (xxxii, 548 p. : ill.) :  digital files. 
 - Advances in e-business research series (AEBR),  1935-2700 .
 - Advances in e-business research series, .
<br/><br/>Includes bibliographical references (p. 484-528) and index. 
<br/><br/>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. 
<br/><br/> Restricted to subscribers or individual electronic text purchasers. 
<br/><br/> "This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher. 
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<br/><br/><br/>Mode of access: World Wide Web. 
<br/><br/><label>ISBN: </label>9781605660752 (ebook) 1605660752 (ebook) 
<br/><br/><label>Standard No.: </label>10.4018/978-1-60566-074-5  doi 
<br/><br/><label>LCCN: </label>
<br/><br/><label>Subjects--Topical Terms: </label><br/>Telemarketing.<br/>Text messages (Telephone systems)<br/>Internet marketing.<br/>Internet advertising.<br/>Cell phones.
<br/><br/><label>Subjects--Index Terms: </label>Advertiser adoption Business models in mobile marketing Conceptualization of mobile marketing Consumer and advertiser perception and attitudes Cross-country comparison of consumer attitudes Interactions among mobile devices, applications, and users International mobile marketing regulation Location based services Mobile marketing campaign management Mobile marketing campaign planning Mobile marketing campaign types Mobile marketing metrics Mobile marketing practices Mobile marketing research Mobile marketing value system Mobile technologies Privacy issues and trust in mobile marketing Standardization in mobile marketing Success factors of mobile marketing Theory building in mobile marketing 
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic books.
<br/><br/><label>LC Class. No.: </label>HF5415.1265  / .H357 2010e 
<br/><br/><label>Dewey Class. No.: </label>658.8/72