Handbook of research on mobile marketing management
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Bibliographic Information
Handbook of research on mobile marketing management
Business Science Reference, c2010
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"Advances in e-business research series (AEBR)"--Publisher's listing on p. [iii]
Summary: "This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher
Includes bibliographical references (p. 484-528) and index
Description and Table of Contents
Description
The Handbook of Research on Mobile Marketing Management provides a compelling and relevant collection of innovative mobile marketing practices. Through offering more than 25 insightful articles by international experts, this reference is a critical resource for advertisers, researchers, and academicians.
Table of Contents
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
by "Nielsen BookData"
