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03114nam a2200289 a 4500 |
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20171111230021.0 |
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090302s2010 paua b 001 0 eng |
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|a 9781605660745 (hbk.)
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| 040 |
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|a DLC
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| 050 |
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|a HF5415.1265
|b .H357 2010
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|2 22
|a 658.8/72
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| 245 |
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|a Handbook of research on mobile marketing management /
|c [edited by] Key Pousttchi, Dietmar G. Wiedemann.
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3 |
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|a Mobile marketing management
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| 260 |
3 |
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|a Hershey, PA :
|b Business Science Reference,
|c c2010.
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| 300 |
3 |
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|a xxxii, 548 p. :
|b ill. ;
|c 29 cm.
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| 490 |
1 |
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|a Advances in e-business research series (AEBR),
|x 1935-2700
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| 504 |
1 |
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|a Includes bibliographical references (p. 484-528) and index.
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|a 1. Mobile marketing management : marketing objectives, types and implementation techniques -- 2. Reviewing mobile marketing research to date : towards ubiquitous marketing -- 3. Framework for mobile marketing : 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. Supporting marketing practices : Mobile Network Operators' value added services changing the way of doing business -- 10. Mobile Customer Relationship Management (mCRM) : constraints and challenges -- 11. Employment and acceptance of Near Field Communication in mobile marketing -- 12. Mobile customer acquisition in the Swiss health care industry : an empirical study -- 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 : consumer and business perspectives -- 16. The impact of gender and age on consumer responsiveness to permission-based mobile advertising -- 17. Mobile DM coupon promotion in Japan : a case study on response behavior changes in services consumption -- 18. Mobile store environment dynamics : an interdisciplinary approach -- 19. Mobile loyalty programs : relevance for relationship management and consumer acceptance -- 20. Analyzing the forwarding behavior in mobile viral marketing : an empirical study -- 21. Understanding consumer recommendation behavior -- 22. Integrating mobile marketing into the marketing communication : exemplification of mobile marketing campaigns -- 23. Interactive customer retention management for mobile commerce -- 24. Mobile business and mobile TV : available technologies, future opportunities and new marketing trends -- 25. Brand driven mobile marketing : 5 theses for today and tomorrow.
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| 650 |
1 |
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|a Telemarketing
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| 650 |
1 |
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|a Text messages (Telephone systems)
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| 650 |
1 |
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|a Internet marketing
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| 650 |
1 |
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|a Internet advertising
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| 650 |
1 |
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|a Cellular telephones
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| 700 |
1 |
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|a Pousttchi, Key,
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| 700 |
1 |
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|a Wiedemann, Dietmar G.,
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| 952 |
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|a GrThPMO
|b 59b018ff6c5ad17d7e5ae602
|c 952a
|d 9528
|e HF5415.1265.H357 2010
|t 7
|x m
|z Books
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