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Mobile Marketing Channel: Online Consumer Behavior
Paperback
Series: SpringerBriefs in Business
MarketingApplicationsGeneral Computers
ISBN13: 9783319312859
Publisher: Springer
Published: Jun 24 2016
Pages: 132
Weight: 0.50
Height: 0.33 Width: 6.14 Depth: 9.21
Language: English
This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated
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