Fundamentals of Mobile Marketing: Theories and practices

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9781433115615: Fundamentals of Mobile Marketing: Theories and practices

The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary telecommunication service: mobile Internet. Many brands and media companies are now engaged in sophisticated marketing promotions, proactively sending out commercial messages to mobile users and devices through SMS (Short Message Services), MMS (Multimedia Message Services), location-based alert service, and voice calls.

Despite an increasing number of research publications and books focused on general business issues, many concepts have seldom been explicated. In this book the author offers the first comprehensive coverage of mobile marketing from a theoretical and practical perspective. He argues that pragmatic mobile marketing tools need to be understood in terms of "why" so that theories can be advanced.

Questions relating to a theoretical framework of mobile marketing, factors influencing the adoption of mobile marketing, and other applications and cases of mobile marketing are provided alongside historical background.

This is a student-friendly text with up-to-date examples and issues presented throughout the book. A rich source of bibliographic references as well as a comprehensive glossary is provided at the end of the book.

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The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. Yet despite an increasing number of research publications and books focused on general business issues, many key concepts have seldom been explicated thoroughly. This book offers the first comprehensive coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of «why» so that theories can be advanced. Questions relating to a theoretical framework of mobile marketing, factors influencing the adoption of mobile marketing, and other applications and cases of mobile marketing are provided alongside historical background.
This is a student-friendly text with up-to-date examples and issues presented throughout. Bibliographic references as well as a comprehensive glossary are provided at the end of the book.

About the Author:

Shintaro Okazaki received his Ph.D. from the Universidad Autónoma de Madrid (Spain) where he is Associate Professor of Marketing in the College of Economics and Business Administration. His work has appeared in numerous journals and he serves on the editorial boards of the Journal of Advertising (Associate Editor), International Journal of Advertising, Journal of Public Policy & Marketing, International Marketing Review, Journal of Interactive Advertising, Asian Journal of Communication, Electronic Markets, and Internet Research, among others. He is also on the Executive Board of the European Advertising Academy. The Mobile Marketing Association named him Best Academic of the Year 2008.

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Book Description Peter Lang Publishing Inc, United States, 2012. Paperback. Book Condition: New. 1st New edition. 221 x 150 mm. Language: English . Brand New Book. The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. Yet despite an increasing number of research publications and books focused on general business issues, many key concepts have seldom been explicated thoroughly. This book offers the first comprehensive coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of why so that theories can be advanced. Questions relating to a theoretical framework of mobile marketing, factors influencing the adoption of mobile marketing, and other applications and cases of mobile marketing are provided alongside historical background. This is a student-friendly text with up-to-date examples and issues presented throughout. Bibliographic references as well as a comprehensive glossary are provided at the end of the book. Bookseller Inventory # AAZ9781433115615

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Book Description Peter Lang Publishing Inc, United States, 2012. Paperback. Book Condition: New. 1st New edition. 221 x 150 mm. Language: English . Brand New Book. The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. Yet despite an increasing number of research publications and books focused on general business issues, many key concepts have seldom been explicated thoroughly. This book offers the first comprehensive coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of why so that theories can be advanced. Questions relating to a theoretical framework of mobile marketing, factors influencing the adoption of mobile marketing, and other applications and cases of mobile marketing are provided alongside historical background. This is a student-friendly text with up-to-date examples and issues presented throughout. Bibliographic references as well as a comprehensive glossary are provided at the end of the book. Bookseller Inventory # AAZ9781433115615

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Book Description Peter Lang Publishing Inc. Paperback. Book Condition: new. BRAND NEW, Fundamentals of Mobile Marketing: Theories and Practices (1st New edition), Shintaro Okazaki, The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. Yet despite an increasing number of research publications and books focused on general business issues, many key concepts have seldom been explicated thoroughly. This book offers the first comprehensive coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of why so that theories can be advanced. Questions relating to a theoretical framework of mobile marketing, factors influencing the adoption of mobile marketing, and other applications and cases of mobile marketing are provided alongside historical background. This is a student-friendly text with up-to-date examples and issues presented throughout. Bibliographic references as well as a comprehensive glossary are provided at the end of the book. Bookseller Inventory # B9781433115615

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Book Description Peter Lang Publishing Inc. Book Condition: New. The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. This book offers coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of why so that theories can be advanced. Num Pages: 185 pages, illustrations. BIC Classification: GTC; KJMV5; KJMV7; KJMV9; KJSM; UB. Category: (P) Professional & Vocational. Dimension: 153 x 227 x 13. Weight in Grams: 298. . 2012. First printing. Paperback. . . . . Books ship from the US and Ireland. Bookseller Inventory # V9781433115615

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Book Description Peter Lang Publishing Inc., 2012. Book Condition: New. The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. This book offers coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of why so that theories can be advanced. Num Pages: 185 pages, illustrations. BIC Classification: GTC; KJMV5; KJMV7; KJMV9; KJSM; UB. Category: (P) Professional & Vocational. Dimension: 153 x 227 x 13. Weight in Grams: 298. . 2012. First printing. Paperback. . . . . . Bookseller Inventory # V9781433115615

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