Handbook of Research on Mobile Marketing Management

1. Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques
2. Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing
3. Framework for Mobile Marketing: The Locales Framework
4. Factors Affecting Mobile Advertising
5. Advertising Challenges in Ubiquitous Media Environments
6. Segmentation Challenges Posed by ‘Transnationals’ in Mobile Marketing
7. Situation Approach as Success Factor of Mobile Marketing
8. A Framework for Understanding Mobile Value Offering through Multi-Country Studies
9. Supporting Marketing Practices: Mobile Network Operators’ Value Added Services Changing the Way of Doing Business
10. Mobile Customer Relationship Management (mCRM): Constraints and Challenges
11. Employment and Acceptance of Near Field Communication in Mobile Marketing
12. Mobile DM Coupon Promotion in Japan: A Case Study on Response Behavior Changes in Services Consumption
13. Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns
14. Interactive Customer Retention Management for Mobile Commerce
15. Mobile Business and Mobile TV: Available Technologies, Future Opportunities and New Marketing Trends

Mobile communication techniques revolutionize marketing in its gain of consumer time and attention for advertiser support. This groundbreaking type of marketing provides the luxury of reaching consumers in a greater variety of times and settings than ever before, a possibility that those in the advertising field crave. The Handbook of Research on Mobile Marketing Management provides a compelling and relevant collection of innovative mobile marketing thoughts and practices. Through offering more than 25 insightful articles by international experts on leading edge technologies of marketing applications, this reference is a critical resource for advertisers, researchers, and academicians.