Books > Computing & IT > Applications of computing > Databases
|
Buy Now
Mobile Marketing Channel - Online Consumer Behavior (Paperback, 1st ed. 2016)
Loot Price: R1,973
Discovery Miles 19 730
|
|
Mobile Marketing Channel - Online Consumer Behavior (Paperback, 1st ed. 2016)
Series: SpringerBriefs in Business
Expected to ship within 10 - 15 working days
|
This book attempts to address, explore, and conceptualize the
epistemological paradigms of SMS as an alternative marketing
channel or in combination with other existing traditional channels.
It promotes a multichannel strategy in the light of synthesized
marketing distribution, consumer behavior, and information and
communication technology (ICT)-related behavioral theory to
develop, establish, and launch a guiding theory and practice for
this emerging area. Usage of mobile phones and hand-held wireless
devices is growing and diffusing so quickly that 21st century
marketing managers find a great potential for this wireless channel
to be the most effective media for maintaining a consumer
relationship that provides the highest quality service. The
emergence of SMS-based direct marketing as a distinct channel or
embedded with other channels is characterized by several issues,
challenges, barriers, and limitations. This book examines and
postulates the following interrelated issues related to wireless
marketing (particularly the SMS-based marketing channel): (i)
Consumer behavior for mobile phone SMS - perception, exposure, and
attention; (ii) Consumer attitudes toward SMS-based marketing
channels; (iii) The scope of SMS to meet consumer service output
demands from an online channel; (iv) Consumer selection criteria
for mobile phone SMS channel structure; (v) Mobile channel
structure as an efficient and effective consumer interaction mode;
and (vi) Consumer multichannel behavior. It is important to use the
SMS-based mobile channel as a radical tool of interactive marketing
and seamless service marketing, as there is the opportunity to
maximize, until now, unutilized benefits of this efficient and
popular direct marketing channel.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.