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Handbook of Research on Mobile Marketing Management

Handbook of Research on Mobile Marketing Management

Key Pousttchi, Dietmar G. Wiedemann
Copyright: © 2010 |Pages: 582
ISBN13: 9781605660745|ISBN10: 1605660744|EISBN13: 9781605660752
DOI: 10.4018/978-1-60566-074-5
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MLA

Pousttchi, Key, and Dietmar G. Wiedemann, editors. Handbook of Research on Mobile Marketing Management. IGI Global, 2010. https://doi.org/10.4018/978-1-60566-074-5

APA

Pousttchi, K. & Wiedemann, D. G. (Eds.). (2010). Handbook of Research on Mobile Marketing Management. IGI Global. https://doi.org/10.4018/978-1-60566-074-5

Chicago

Pousttchi, Key, and Dietmar G. Wiedemann, eds. Handbook of Research on Mobile Marketing Management. Hershey, PA: IGI Global, 2010. https://doi.org/10.4018/978-1-60566-074-5

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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.

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Table of Contents

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Front Materials
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Title Page
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Copyright Page
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Book Series
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Editorial Advisory Board
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Foreword
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Preface
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Chapters
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Chapter 1
Introduction to Mobile Marketing
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Chapter 2
Technological Issues in Mobile Marketing
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Chapter 3
Research Issues in Mobile Marketing
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Chapter 4
Managerial Issues in Mobile Marketing
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Back Materials
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Compilation of References
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About the Contributors
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Index
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