Handbook of Research on Mobile Marketing Management, 1st Edition

  • Published By:
  • ISBN-10: 1605660752
  • ISBN-13: 9781605660752
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 598 Pages | eBook
  • Original Copyright 2009 | Published/Released June 2010
  • This publication's content originally published in print form: 2009

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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 for Consumer and Advertiser Aperture: Technologies for Successful Campaign Planning 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

Front Cover.
Title Page.
Copyright Page.
Editorial Advisory Board.
List of Reviewers.
List of Contributors.
Table of Contents.
Detailed Table of Contents.
1: Introduction to Mobile Marketing.
2: Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques.
3: Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing.
4: Framework for Mobile Marketing: The Locales Framework.
5: Factors Affecting Mobile Advertising.
6: Advertising Challenges in Ubiquitous Media Environments.
7: Segmentation Challenges Posed by ‘Transnationals’ in Mobile Marketing.
8: Situation Approach as Success Factor of Mobile Marketing.
9: A Framework for Understanding Mobile Value Offering through Multi-Country Studies.
10: Technological Issues in Mobile Marketing.
11: Supporting Marketing Practices: Mobile Network Operators' Value Added Services Changing the Way of Doing Business.
12: Mobile Customer Relationship Management (mCRM): Constraints and Challenges.
13: Employment and Acceptance of Near Field Communication in Mobile Marketing.
14: Mobile Customer Acquisition in the Swiss Health Care Industry: An Empirical Study.
15: Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising.
16: Research Issues in Mobile Marketing.
17: Theories behind Mobile Marketing Research.
18: In Search of Successful Mobile Advertising: Consumer and Business Perspectives.
19: The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising.
20: Mobile DM Coupon Promotion in Japan: A Case Study on Response Behavior Changes in Services Consumption.
21: Mobile Store Environment Dynamics: An Interdisciplinary Approach.
22: Mobile Loyalty Programs: Relevance for Relationship Management and Consumer Acceptance.
23: Analyzing the Forwarding Behavior in Mobile Viral Marketing: An Empirical Study.
24: Understanding Consumer Recommendation Behavior.
25: Managerial Issues in Mobile Marketing.
26: Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns.
27: Interactive Customer Retention Management for Mobile Commerce.
28: Mobile Business and Mobile TV: Available Technologies, Future Opportunities and New Marketing Trends.
29: Brand Driven Mobile Marketing: 5 Theses for Today and Tomorrow.
Compilation of References.
About the Contributors.