Screen LibraryMobile marketing channel : online consumer behavior /
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, an...
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| Main Authors: | |
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| Group Author: | ; |
| Published: |
Springer,
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| Publisher Address: | [Cham] : |
| Publication Dates: | 2016. |
| Literature type: | Book |
| Language: | English |
| Series: |
SpringerBriefs in business,
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| Subjects: | |
| Summary: |
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 g |
| Carrier Form: | xx, 132 pages : illustrations (chiefly color) ; 25 cm. |
| Bibliography: | Includes bibliographical references (pages 123-130) and index. |
| ISBN: |
9783319312859 3319312855 9783319312873 3319312871 |
| Index Number: | HF5415 |
| CLC: |
F713.55 F713.36 |
| Call Number: | F713.36/S531 |
| Contents: | Chapter 1 Online Consumer Behavior and Marketing Channel -- 2 Mobile Marketing Channel -- 3 Scope of Short Messaging Service (SMS) as a Marketing Channel -- 4 Effective Mobile Channel -- 5 Design of the Mobile Channel Structure -- 6 Target Marketing and Development of the Communication Channel -- 7 Conclusion. |