Handbook of research on mobile marketing management [electronic resource] / [edited by] Key Pousttchi, Dietmar G. Wiedemann.
Series: Advances in e-business research seriesPublication details: Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), c2010.Description: electronic texts (xxxii, 548 p. : ill.) : digital filesISBN:- 9781605660752 (ebook)
- 1605660752 (ebook)
- Telemarketing
- Text messages (Telephone systems)
- Internet marketing
- Internet advertising
- Cell phones
- 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
- 658.8/72 22
- HF5415.1265 .H357 2010e
- Also available in print.
eBooks
Includes bibliographical references (p. 484-528) and index.
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.
Restricted to subscribers or individual electronic text purchasers.
"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
Also available in print.
Mode of access: World Wide Web.