Handbook of Research on Mobile Marketing Management
Author:   Key Pousttchi ,  Dietmar G. Wiedemann
Publisher:   Business Science Reference
ISBN:  

9781605660745


Pages:   584
Publication Date:   30 November 2009
Format:   Hardback
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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Handbook of Research on Mobile Marketing Management


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Full Product Details

Author:   Key Pousttchi ,  Dietmar G. Wiedemann
Publisher:   Business Science Reference
Imprint:   Business Science Reference
Dimensions:   Width: 21.60cm , Height: 3.10cm , Length: 28.00cm
Weight:   1.800kg
ISBN:  

9781605660745


ISBN 10:   1605660744
Pages:   584
Publication Date:   30 November 2009
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Advertiser adoption Business models in mobile marketing Conceptualization of mobile marketing Consumer and advertiser perception and attitudes Cross-country comparison of consumer attitudes Interactions among mobile devices, applications, and users International mobile marketing regulation Location based services Mobile marketing campaign management Mobile marketing campaign planning Mobile marketing campaign types Mobile marketing metrics Mobile marketing practices Mobile marketing research Mobile marketing value system Mobile technologies Privacy issues and trust in mobile marketing Standardization in mobile marketing Success factors of mobile marketing Theory building in mobile marketing

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Author Information

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).

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