M-Powering Marketing in a Mobile World

Nikhilesh Dholakia, Syagnik Banerjee, Ruby Roy Dholakia

ISBN 10: 163157003X / ISBN 13: 9781631570032

Published by Business Expert Press, US, 2017

The mobile, device-led integration of online and offline worlds has introduced many uncertainties and opportunities. These have driven businesses, researchers, and policymakers to learn more about this rapidly changing domain. To help businesses compete, survive, and thrive in this transforming environment, it is essential to structure their understanding of the field and provide conceptual frameworks as decision aids. In M-Powering Marketing in a Mobile World, we present a concise guide for executives in general, digital marketers, and for interested researchers and policymakers.We identify key emerging trends, develop frameworks based on critical variables, and draw lessons for marketers. The book illustrates the processes by which mobile devices have trans- formed economies worldwide, the evolving face of Internet usage, strategies adopted by corporations, their applications in retail, emerging data and metric generation processes, as well as policy issues. It explains how mobile devices have become the market's steppingstone toward an IoT-infused environment, a gateway for artificial intelligence-driven marketing processes and the entry portal for a potentially hyperautomated future of consumption. Seller Inventory # LU-9781631570032

Synopsis:

: Mobile devices represent the most ubiquitous global technology in the history of humanity. At the end of 2012, there were 6.8 billion phones for 7.1 billion hands. The availability of this handheld electronic interface has enabled the diffusion of real-time information between buyers and sellers, allowing the supply side better synchronicity, and the demand side more information on their choice alternatives. Consumption patterns have transformed with ubiquitously available information, encouraging technology entrepreneurs and scientists to engineer new applications and platforms to feed the needs of this continuously changing marketplace. This sudden inflow of vast amounts of customer information, emergence of Big Data, and availability of novel tools and applications, however, has overwhelmed marketers. This book describes the changes taking place in shopping behaviors and marketing tools, and integrates them into easy to understand theoretical frameworks that can be used by marketers to augment and leverage their marketing functions and resources

About the Authors: Syagnik Banerjee is associate professor of marketing at University of Michigan-Flint. With prior experiences in rural economies in CPG and telecom industries, he engages extensively in research on mobile technologies and consumer behavior. He has spoken at mobile media summits and has developed training workshops and social media listening tools for educational use.

Ruby Roy Dholakia is professor of marketing at the University of Rhode Island (URI). Engaged extensively in research projects on technologies for the home, her books include Marketing Strategies for Information Technologies (JAI Press, 1994), New Infotainment Technologies in the Home: Demand-Side Perspectives (Lawrence Erlbaum Associates, 1996), and Technology and Consumption: Understanding Consumer Choices and Behaviors (Springer, 2012).

Nikhilesh Dholakia is professor emeritus from the University of Rhode Island (URI). His research deals with the intersections of globalization, technology, innovation, market processes, and consumer culture. Among his books are Essentials of New Product Management (Prentice-Hall, 1987) and M-commerce: Global Experiences and Perspectives (Idea Group Publishing, 2006).

Bibliographic Details

Title: M-Powering Marketing in a Mobile World
Publisher: Business Expert Press, US
Publication Date: 2017
Binding: Paperback
Condition: New