skip to content
Handbook of research on mobile marketing management Preview this item
ClosePreview this item
Checking...

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:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

 

Find a copy online

Links to this item

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

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 / 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.
Series Title: Advances in e-business research series.
Responsibility: [edited by] Key Pousttchi, Dietmar G. Wiedemann.

Abstract:

The Handbook of Research on Mobile Marketing Management provides a compelling collection of innovative mobile marketing thoughts and practices.  Read more...

Reviews

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


<http://www.worldcat.org/oclc/312095976>
library:oclcnum"312095976"
library:placeOfPublication
library:placeOfPublication
owl:sameAs<info:oclcnum/312095976>
rdf:typeschema:Book
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:about
schema:contributor
schema:contributor
schema:copyrightYear"2010"
schema:datePublished"2010"
schema:description"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."@en
schema:description""This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher."@en
schema:description"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."@en
schema:description"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."@en
schema:exampleOfWork<http://worldcat.org/entity/work/id/766913125>
schema:inLanguage"en"
schema:name"Handbook of research on mobile marketing management"@en
schema:publisher
schema:url
schema:workExample
schema:workExample

Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.