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. .
Inhaltsverzeichnis
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
