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Handbook of research on mobile marketing management / [edited by] Key Pousttchi, Dietmar G. Wiedemann.

Contributor(s): Pousttchi, Key, 1970- | Wiedemann, Dietmar G, 1977-.
Material type: TextTextSeries: Advances in e-business research series: Publisher: Hershey, PA : Business Science Reference, [2010]Copyright date: ©2010Description: xxxii, 548 pages : illustrations ; 29 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781605660745 (hardcover); 1605660744 (hardcover); 9781605660752 (ebook); 1605660752 (ebook).Subject(s): Telemarketing | Text messages (Cell phone systems) | Internet marketing | Internet advertising | Cell phones | Cellular telephones | Internet advertising | Internet marketing | Telemarketing | Text messages (Telephone systems)DDC classification: 658.8/72 LOC classification: HF5415.1265 | .H357 2010Other classification: QP 650
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 / Günter 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.
Summary: "This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
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Item type Current location Call number Status Date due Barcode
Book University of Texas At Tyler
Oversized Books - 3rd Floor
HF5415.1265 .H357 2010 (Browse shelf) Available 0000002025799

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

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

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 / Günter 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.

Reviews provided by Syndetics

CHOICE Review

Pousttchi and Wiedemann (both, wi-mobile Research Group, Univ. of Augsburg, Germany) have compiled an excellent resource on the emerging mobile marketing element of the promotional mix. A search performed by this reviewer in academic library databases revealed that much of the research presented in this handbook is not available in other sources. The book is organized in three parts: "Introduction to Mobile Marketing," "Technology Issues in Mobile Management," and "Research Issues in Mobile Management." The peer-reviewed articles summarize current academic perspectives on mobile marketing and are supported with concise theory and empirical research. Contributors highlight opportunities for further research as well as gaps in research for marketing communication, marketing management, customer adoption, and technical infrastructure issues. As with any new technology, the issues surrounding mobile marketing are many. This collection can be utilized for information on a specific topic, as a research starter, or as an excellent source of seminal work. The largest gap in research may be an unintended consequence of this work--generalizing research findings for the global market. The research presented derives primarily from European sources; proving whether the research theories can be validated in other cultures presents many opportunities to continue the academic discussion. Summing Up: Highly recommended. Upper-division undergraduate through faculty and research collections. E. C. Dansereau Castleton State College

Author notes provided by Syndetics

Key Pousttchi is an assistant professor and heads the wi-mobile research group at the University of Augsburg, WI-SE. The focus of his research comprises mobile marketing, mobile financial services, mobile-integrated business processes and the development of mobile markets. The group┤?#65533;s research results are applied in strategy consulting for major market players. Prior to his academic career, he was a regular officer of the German army for 12 years, lastly being responsible for integrated information processing and simulation systems in an R&D department. Dietmar Georg Wiedemann is a researcher and project leader with the wi-mobile research group at the University of Augsburg, WI-SE. He is an expert in B2C mobile commerce and has executed many qualitative and quantitative studies in mobile marketing and mobile payment. Since 2007, he has been the project leader for the German part of the European Union project on a secure mobile payment system (SEMOPS).

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