Enhancing Customer Engagement Through Location-Based Marketing (Hardcover)

Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptics question whether location-based marketing (LBM) will cause consumer burn-out and violate consumer privacy if the data that is gathered through LBM is not used, shared, protected, and stored properly. Companies engaging in LBM should take measures to ensure customer privacy through stringent opt-in policies and security safeguards. Enhancing Customer Engagement Through Location-Based Marketing presents the main techniques of geo-marketing, introduces the idea of a "geo-marketing mix," and develops the mobile marketing concept based on geolocation techniques. Covering key topics such as data management, augmented location, and mobile targeting, this premier reference source is ideal for business owners, entrepreneurs, managers, marketers, policymakers, researchers, academicians, practitioners, scholars, instructors, and students.

General

Imprint:	IGI Global
Country of origin:	United States
Release date:	May 2023
Editors:	Amandeep Singh • Amit Mittal • Murat Unanoglu
Dimensions:	254 x 178mm (L x W)
Format:	Hardcover
Pages:	310
ISBN-13:	978-1-66848-177-6
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Customer services
LSN:	1-66848-177-4
Barcode:	9781668481776

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