Handbook of research on mobile marketing management /
| Other Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Hershey, PA :
Business Science Reference,
c2010.
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| Series: | Advances in e-business research series (AEBR),
|
| Subjects: |
Table of Contents:
- 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.