Mobile communication techniques revolutionize marketing in its gain of consumer time and attention for advertiser support. This groundbreaking type of marketing provides the luxury of reaching consumers in a greater variety of times and settings than ever before, a possibility that those in the advertising field crave.The Handbook of Research on Mobile Marketing Management provides a compelling and relevant collection of innovative mobile marketing thoughts and practices. Through offering more than 25 insightful articles by international experts on leading edge technologies of marketing applications, this reference is a critical resource for advertisers, researchers, and academicians.
Author(s): Key Pousttchi
Edition: 1
Year: 2009
Language: English
Pages: 598
Title
......Page 2
List of Reviewers......Page 5
List of Contributors......Page 7
Table of Contents......Page 9
Detailed Table of Contents......Page 13
Foreword......Page 24
Preface......Page 26
Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques......Page 36
Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing......Page 45
Framework for Mobile Marketing: The Locales Framework......Page 72
Factors Affecting Mobile Advertising......Page 93
Advertising Challenges in Ubiquitous Media Environments......Page 112
Segmentation Challenges Posed by ‘Transnationals’ in Mobile Marketing......Page 129
Situation Approach as Success Factor of Mobile Marketing......Page 150
A Framework for Understanding Mobile Value Offering through Multi-Country Studies......Page 164
Supporting Marketing Practices: Mobile Network Operators’ Value Added Services Changing the Way of Doing Business......Page 193
Mobile Customer Relationship Management (mCRM): Constraints and Challenges......Page 208
Employment and Acceptance of Near Field Communication in Mobile Marketing......Page 225
Mobile Customer Acquisition in the Swiss Health Care Industry: An Empirical Study......Page 248
Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising......Page 271
Theories behind Mobile Marketing Research......Page 290
In Search of Successful Mobile Advertising: Consumer and Business Perspectives......Page 314
The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising......Page 338
Mobile DM Coupon Promotion in Japan: A Case Study on Response Behavior Changes in Services Consumption......Page 358
Mobile Store Environment Dynamics: An Interdisciplinary Approach......Page 381
Mobile Loyalty Programs: Relevance for Relationship Management and Consumer Acceptance......Page 397
Analyzing the Forwarding Behavior in Mobile Viral Marketing: An Empirical Study......Page 416
Understanding Consumer Recommendation Behavior......Page 436
Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns......Page 452
Interactive Customer Retention Management for Mobile Commerce......Page 472
Mobile Business and Mobile TV: Available Technologies, Future Opportunities and New Marketing Trends......Page 492
Brand Driven Mobile Marketing: 5 Theses for Today and Tomorrow......Page 503
Compilation of References......Page 519
About the Contributors......Page 564
Index......Page 574
