Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010251312 | HF5415.1265 H357 2010 f | Open Access Book | Book | Searching... |
Searching... | 30000010251313 | HF5415.1265 H357 2010 f | Open Access Book | Book | Searching... |
On Order
Summary
Summary
The Handbook of Research on Mobile Marketing Management provides a compelling and relevant collection of innovative mobile marketing practices. Through offering more than 25 insightful articles by international experts, this reference is a critical resource for advertisers, researchers, and academicians.
Author Notes
Key Pousttchi is an assistant professor and heads the wi-mobile research group at the University of Augsburg, WI-SE. The focus of his research comprises mobile marketing, mobile financial services, mobile-integrated business processes and the development of mobile markets. The group┤?ós research results are applied in strategy consulting for major market players. Prior to his academic career, he was a regular officer of the German army for 12 years, lastly being responsible for integrated information processing and simulation systems in an R&D department. Dietmar Georg Wiedemann is a researcher and project leader with the wi-mobile research group at the University of Augsburg, WI-SE. He is an expert in B2C mobile commerce and has executed many qualitative and quantitative studies in mobile marketing and mobile payment. Since 2007, he has been the project leader for the German part of the European Union project on a secure mobile payment system (SEMOPS).
Reviews 1
Choice Review
Pousttchi and Wiedemann (both, wi-mobile Research Group, Univ. of Augsburg, Germany) have compiled an excellent resource on the emerging mobile marketing element of the promotional mix. A search performed by this reviewer in academic library databases revealed that much of the research presented in this handbook is not available in other sources. The book is organized in three parts: "Introduction to Mobile Marketing," "Technology Issues in Mobile Management," and "Research Issues in Mobile Management." The peer-reviewed articles summarize current academic perspectives on mobile marketing and are supported with concise theory and empirical research. Contributors highlight opportunities for further research as well as gaps in research for marketing communication, marketing management, customer adoption, and technical infrastructure issues. As with any new technology, the issues surrounding mobile marketing are many. This collection can be utilized for information on a specific topic, as a research starter, or as an excellent source of seminal work. The largest gap in research may be an unintended consequence of this work--generalizing research findings for the global market. The research presented derives primarily from European sources; proving whether the research theories can be validated in other cultures presents many opportunities to continue the academic discussion. Summing Up: Highly recommended. Upper-division undergraduate through faculty and research collections. E. C. Dansereau Castleton State College
