Handbook of research on mobile marketing management (Book, 2010) [University of Maryland, College Park]
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Handbook of research on mobile marketing management

Author: Key Pousttchi; Dietmar G Wiedemann
Publisher: Hershey, PA : Business Science Reference, ©2010.
Series: Advances in e-business research series.
Edition/Format:   Print book : EnglishView all editions and formats
"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Key Pousttchi; Dietmar G Wiedemann
ISBN: 9781605660745 1605660744 9781605660752 1605660752
OCLC Number: 312095976
Description: xxxii, 548 pages : illustrations ; 29 cm.
Contents: Mobile marketing management: marketing objectives, types and implementation techniques / Key Pousttchi, Dietmar G. Wiedemann --
Reviewing mobile marketing research to date: towards ubiquitous marketing / Dimitris Drossos, George M. Giaglis --
Framework for mobile marketing: the locales framework / Dennis Lee, Ralf Muhlberger, Mark Brown --
Factors affecting mobile advertising / Ramin Vatanparast --
Advertising challenges in Ubiquitous media environments / Maria Akesson, Carina Ihlström Eriksson --
Segmentation challenges posed by 'transnationals' in mobile marketing / Ibrahim Sirkeci, Richard Mannix --
Situation approach as success factor of mobile marketing / Jörg Link, Franziska Seidl --
A framework for understanding mobile value offering through multi-country studies / Kala Chand Seal. Supporting marketing practices: mobile network operators' value added services changing the way of doing business / Süphan Nasir --
Mobile customer relationship management (mCRM): constraints and challenges / Gu��nter Silberer, Sebastian Schulz --
Employment and acceptance of near field communication in mobile marketing / Klaus-Peter Wiedmann, Marc-Oliver Reeh, Henrik Schumacher --
Mobile customer acquisition in the Swiss health care industry: an empirical study / Niklas Nohlen, Stefan Smolnik, Gerold Riempp --
Opportunistic networks as an enabling technology for mobile work-of-mouth advertising / Andreas Heinemann, Tobias Straub. Theories behind mobile marketing research / Ramin Vatanparast --
In search of successful mobile advertising: consumer and business perspectives / Stuart J. Barnes [and others] --
The impact of gender and age on consumer responsiveness to permission-based mobile advertising / Heikki Karjaluoto, Heikki Lehto, Matti Leppäniemi --
Mobile DM coupon promotion in Japan: a case study on response behavior changes in services consumption / Fumiyo N. Kondo [and others] --
Mobile store environment dynamics: an interdisciplinary approach / Adam P. Vrechopoulos, Emmanouela E. Manganari, George J. Siomkos --
Mobile loyalty programs: relevance for relationship management and consumer acceptance / Andreas Mann, Jan Prein --
Analyzing the forwarding behavior in mobile viral marketing: an empirical study / Dietmar G. Wiedemann, Tobias Haunstetter, Key Pousttchi --
Understanding consumer recommendation behavior / Wen-Kuo Chen, Heng-Chiang Huang, Seng-Cho T. Chou --
Integrating mobile marketing into the marketing communication: exemplification of mobile marketing campaigns / Süphan Nasir --
Interactive customer retention management for mobile commerce / Dirk Möhlenbruch, Steffen Dölling, Falk Ritschel --
Mobile business and mobile TV: available technologies, future opportunities and new marketing trends / Marco Garito --
Brand driven mobile marketing: 5 theses for today and tomorrow / Christopher Quente.
Series Title: Advances in e-business research series.
Responsibility: [edited by] Key Pousttchi, Dietmar G. Wiedemann.


Provides a compelling and relevant collection of innovative mobile marketing practices. It provides more than 25 insightful articles by international experts, and is a critical resource for  Read more...
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