Handbook of research on mobile marketing management
"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
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| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Hershey, PA [u.a.]
Business Science Reference
2010
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| Online-Zugang: | Inhaltsverzeichnis |
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Datensatz im Suchindex
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| adam_text | Titel: Handbook of research on mobile marketing management
Autor: Pousttchi, Key
Jahr: 2010
Table of Contents
Foreword..........................................................................................................................................**
Preface...............................................................................................................................................xxv
Section 1
Introduction to Mobile Marketing
Chapter 1
Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques.........I
Key Pousttchi, University of Augsburg, Germany
Dietmar G. Wiedemann, University of Augsburg. Germany
Chapter 2
Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing..............................10
Dimitris Drossos, University of the Aegean; Athens University of Economics and
Business. Greece
George M Giaglis, University of the Aegean; Athens University of Economics and
Business. Greece
Chapter 3
Framework for Mobile Marketing: The Locales Framework...............................................................37
Dennis Lee. American University in Dubai. UAE
Ralf Muhlberger The University of Queensland, Australia
Mark Brown, The University of Queensland. Australia
Chapter 4
Factors Affecting Mobile Advertising...................................................................................................58
Ramin Vatanparast, Nokia Interactive Advertising. USA
Chapter 5
Advertising Challenges in Ubiquitous Media Environments...............................................................77
Maria Akesson, Halmstad University, Sweden
Carina Ihlstrom Eriksson, Halmstad University, Sweden
Chapter 6
Segmentation Challenges Posed by Transnational in Mobile Marketing.........................................94
Ibrahim Sirkeci, European Business School London, Regent s College, UK
Richard Mannix, European Business School London, Regent s College, UK
Chapter 7
Situation Approach as Success Factor of Mobile Marketing..............................................................115
Jorg Link, University ofKassel, Germany
Franziska Seidl, University ofKassel, Germany
Chapter 8
A Framework for Understanding Mobile Value Offering through Multi-Country Studies................129
Kala Chand Seal, Loyola Marymount University, USA
Section 2
Technological Issues in Mobile Marketing
Chapter 9
Supporting Marketing Practices: Mobile Network Operators Value Added Services
Changing the Way of Doing Business................................................................................................158
Siiphan Nasir, Istanbul University, Turkey
Chapter 10
Mobile Customer Relationship Management (mCRM): Constraints and Challenges........................173
Giinter Silberer, University of Mannheim, Germany
Sebastian Schulz, University ofGottingen, Germany
Chapter 11
Employment and Acceptance of Near Field Communication in Mobile Marketing..........................190
Klaus-Peter Wiedmann, Leibniz Universitdt Hannover. Germany
Marc-Oliver Reeh, Leibniz Universitdt Hannover, Germany
Henrik Schumacher, Leibniz Universitdt Hannover, Germany
Chapter 12
Mobile Customer Acquisition in the Swiss Health Care Industry: An Empirical Study....................213
Niklas Nohlen, Institute of Research on Information Systems (IRIS), Germany
Stefan Smolnik, European Business School (EBS), Germany
Ceroid Riempp, International University Schloss Reichartshausen, Germany
Chapter 13
Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising.........236
Andreas Heinemann, Competence Center for Applied Security Technology. Germany
Tobias Straub, Baden-Wurttemberg Cooperative State University. Germany
Section 3
Research Issues in Mobile Marketing
Chapter 14
Theories behind Mobile Marketing Research.....................................................................................255
Ramin Vatanparast. Nokia Interactive Advertising. USA
Chapter 15
In Search of Successful Mobile Advertising: Consumer and Business Perspectives.........................279
Stuart J. Barnes. University of East Anglia. UK
Eusebio Scornavacca, Victoria University of Wellington. New Zealand
Jonathon McKenzie. Run the Red - Mobile Enables, New Zealand
Amy Carroll. Citigroup. New Zealand
Chapter 16
The Impact of Gender and Age on Consumer Responsiveness to Permission- Based Mobile
Advertising..........................................................................................................................................303
Heikki Karjaluoto. University of Jyvaskyld, Finland
Heikki Lehto. Brands on. Ltd, Finland
Matti Leppdniemi. University ofOulu. Finland
Chapter 17
Mobile DM Coupon Promotion in Japan. A Case Study on Response Behavior Changes in
Services Consumption........................................................................................................................323
Fumiyo N. Kondo, The University of Tsukuba. Japan
Yasuhiro Uwadaira. WACCORDCo., Ltd.. Japan
Mariko Nakahara. Hitachi Ltd.. Japan
Shahriar Akter. East West University. Bangladesh
Chapter 18
Mobile Store Environment Dynamics: An Interdisciplinary Approach..............................................346
Adam P. Vrechopoulos. Athens University of Economics and Business. Greece
Emmanouela E. Manganari. Athens University of Economics and Business, Greece
George J. Siomkos. Athens University of Economics and Business. Greece
Chapter 19
Mobile Loyaltv Programs: Relevance for Relationship Management and Consumer
Acceptance..........................................................................................................................................362
Andreas Mann. SVI-Stiftungslehrstuhlfur Dialogmarketing. Germany
Jan Prein, University ofKassel. Germany
Chapter 20
Analyzing the Forwarding Behavior in Mobile Viral Marketing: An Empirical Study......................381
Dietmar G. Wiedemann, University of Augsburg, Germany
Tobias Haunstetter, University of Augsburg, Germany
Key Pousttchi, University of Augsburg, Germany
Chapter 21
Understanding Consumer Recommendation Behavior.......................................................................401
Wen-Kuo Chen, Chaoyang University of Technology, Taiwan
Heng-Chiang Huang, National Taiwan University, Taiwan
Seng-Cho T. Chou, National Taiwan University, Taiwan
Section 4
Managerial Issues in Mobile Marketing
Chapter 22
Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile
Marketing Campaigns.........................................................................................................................417
Siiphan Nasir, Istanbul University, Turkey
Chapter 23
Interactive Customer Retention Management for Mobile Commerce................................................437
Dirk Mbhlenbruch, Martin-Luther-University Halle-Wittenberg, Germany
Steffen Dolling, Martin-Luther-University Halle-Wittenberg, Germany
Falk Ritschel, Martin-Luther-University Halle-Wittenberg, Germany
Chapter 24
Mobile Business and Mobile TV: Available Technologies, Future Opportunities and
New Marketing Trends.......................................................................................................................457
Marco Garito, Viale Fulvio Testi Milano, Italy
Chapter 25
Brand Driven Mobile Marketing: 5 Theses for Today and Tomorrow...............................................468
Christopher Quente, Creative Director, Germany
Compilation of References...............................................................................................................484
About the Contributors....................................................................................................................529
Index...................................................................................................................................................539
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| spellingShingle | Handbook of research on mobile marketing management Cellular telephones Internet advertising Internet marketing Telemarketing Text messages (Telephone systems) Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4143413-4 |
| title | Handbook of research on mobile marketing management |
| title_auth | Handbook of research on mobile marketing management |
| title_exact_search | Handbook of research on mobile marketing management |
| title_full | Handbook of research on mobile marketing management Key Pousttchi ... |
| title_fullStr | Handbook of research on mobile marketing management Key Pousttchi ... |
| title_full_unstemmed | Handbook of research on mobile marketing management Key Pousttchi ... |
| title_short | Handbook of research on mobile marketing management |
| title_sort | handbook of research on mobile marketing management |
| topic | Cellular telephones Internet advertising Internet marketing Telemarketing Text messages (Telephone systems) Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Cellular telephones Internet advertising Internet marketing Telemarketing Text messages (Telephone systems) Online-Marketing Aufsatzsammlung |
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