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Books > Business & Economics > Business & management > Sales & marketing > Customer services
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Not currently available
Enhancing Customer Engagement Through Location-Based Marketing (Hardcover)
Loot Price: R6,897
Discovery Miles 68 970
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Enhancing Customer Engagement Through Location-Based Marketing (Hardcover)
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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.
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