عنوان

Handbook of research on mobile marketing management /

1605660744

1605660752

9781605660745

9781605660752

b703617

Handbook of research on mobile marketing management /

[Book]

[edited by] Key Pousttchi, Dietmar G. Wiedemann.

Hershey, PA :

Business Science Reference,

©2010.

xxxii, 548 pages :

illustrations ;

29 cm.

Advances in e-business research series (AEBR),

1935-2700

Includes bibliographical references (pages 484-528) and index.

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.

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"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.

Cell phones.

Internet advertising.

Internet marketing.

Telemarketing.

Text messages (Cell phone systems)

Cell phones.

Cell phones.

Electronic Commerce

Handy

Handy.

Internet advertising.

Internet advertising.

Internet marketing.

Internet marketing.

Mobile Telekommunikation

Mobile Telekommunikation.

Mobilkommunikation

Mobiltelefon

Online-Marketing

Online-Werbung

Telefonmarketing

Telemarketing

Telemarketing.

Telemarketing.

Telemarketing.

Text messages (Cell phone systems)

Text messages (Cell phone systems)

Pousttchi, Key,1970-

Wiedemann, Dietmar G.,1977-

20201207190548.0

[Book]

Y