Fundamentals of Mobile Marketing - Theories and practices (Paperback, New edition)

The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. Yet despite an increasing number of research publications and books focused on general business issues, many key concepts have seldom been explicated thoroughly. This book offers the first comprehensive coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of "why" so that theories can be advanced. Questions relating to a theoretical framework of mobile marketing, factors influencing the adoption of mobile marketing, and other applications and cases of mobile marketing are provided alongside historical background. This is a student-friendly text with up-to-date examples and issues presented throughout. Bibliographic references as well as a comprehensive glossary are provided at the end of the book.

General

Imprint:	Peter Lang Publishing
Country of origin:	United States
Release date:	June 2012
First published:	2012
Authors:	Shintaro Okazaki
Dimensions:	225 x 150 x 13mm (L x W x T)
Format:	Paperback
Pages:	185
Edition:	New edition
ISBN-13:	978-1-4331-1561-5
Categories:	Books > Reference & Interdisciplinary > Communication studies > General Books > Computing & IT > General theory of computing > General Books > Business & Economics > Business & management > Management of specific areas > Production & quality control management Books > Business & Economics > Business & management > Management of specific areas > Distribution & warehousing management Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Business & Economics > Business & management > Sales & marketing > Market research Promotions
LSN:	1-4331-1561-1
Barcode:	9781433115615

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