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.
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