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" Handbook of research on mobile marketing management / "
[edited by] Key Pousttchi, Dietmar G. Wiedemann.
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BL
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| Record Number
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949247
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b703617
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| Title & Author
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Handbook of research on mobile marketing management /\ [edited by] Key Pousttchi, Dietmar G. Wiedemann.
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| Publication Statement
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Hershey, PA :: Business Science Reference,, ©2010.
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| Series Statement
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Advances in e-business research series (AEBR),
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xxxii, 548 pages :: illustrations ;; 29 cm.
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| ISBN
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1605660744
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: 1605660752
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: 9781605660745
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: 9781605660752
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| Bibliographies/Indexes
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Includes bibliographical references (pages 484-528) and index.
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| Contents
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Mobile marketing management: marketing objectives, types and implementation techniques / Key Pousttchi, Dietmar G. Wiedemann -- Reviewing mobile marketing research to date: towards ubiquitous marketing / Dimitris Drossos, George M. Giaglis -- Framework for mobile marketing: the locales framework / Dennis Lee, Ralf Muhlberger, Mark Brown -- Factors affecting mobile advertising / Ramin Vatanparast -- Advertising challenges in Ubiquitous media environments / Maria Akesson, Carina Ihlström Eriksson -- Segmentation challenges posed by 'transnationals' in mobile marketing / Ibrahim Sirkeci, Richard Mannix -- Situation approach as success factor of mobile marketing / Jörg Link, Franziska Seidl -- A framework for understanding mobile value offering through multi-country studies / Kala Chand Seal.
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Supporting marketing practices: mobile network operators' value added services changing the way of doing business / Süphan Nasir -- Mobile customer relationship management (mCRM): constraints and challenges / Gu��nter Silberer, Sebastian Schulz -- Employment and acceptance of near field communication in mobile marketing / Klaus-Peter Wiedmann, Marc-Oliver Reeh, Henrik Schumacher -- Mobile customer acquisition in the Swiss health care industry: an empirical study / Niklas Nohlen, Stefan Smolnik, Gerold Riempp -- Opportunistic networks as an enabling technology for mobile work-of-mouth advertising / Andreas Heinemann, Tobias Straub.
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Theories behind mobile marketing research / Ramin Vatanparast -- In search of successful mobile advertising: consumer and business perspectives / Stuart J. Barnes [and others] -- The impact of gender and age on consumer responsiveness to permission-based mobile advertising / Heikki Karjaluoto, Heikki Lehto, Matti Leppäniemi -- Mobile DM coupon promotion in Japan: a case study on response behavior changes in services consumption / Fumiyo N. Kondo [and others] -- Mobile store environment dynamics: an interdisciplinary approach / Adam P. Vrechopoulos, Emmanouela E. Manganari, George J. Siomkos -- Mobile loyalty programs: relevance for relationship management and consumer acceptance / Andreas Mann, Jan Prein -- Analyzing the forwarding behavior in mobile viral marketing: an empirical study / Dietmar G. Wiedemann, Tobias Haunstetter, Key Pousttchi -- Understanding consumer recommendation behavior / Wen-Kuo Chen, Heng-Chiang Huang, Seng-Cho T. Chou -- Integrating mobile marketing into the marketing communication: exemplification of mobile marketing campaigns / Süphan Nasir -- Interactive customer retention management for mobile commerce / Dirk Möhlenbruch, Steffen Dölling, Falk Ritschel -- Mobile business and mobile TV: available technologies, future opportunities and new marketing trends / Marco Garito -- Brand driven mobile marketing: 5 theses for today and tomorrow / Christopher Quente.
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| Abstract
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"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
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Cell phones.
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Internet advertising.
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Internet marketing.
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Telemarketing.
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Text messages (Cell phone systems)
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Cell phones.
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Cell phones.
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Electronic Commerce
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Handy
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Handy.
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Internet advertising.
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Internet advertising.
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Internet marketing.
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Internet marketing.
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Mobile Telekommunikation
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Mobile Telekommunikation.
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Mobilkommunikation
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Mobiltelefon
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Online-Marketing
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Online-Werbung
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Telefonmarketing
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Telemarketing
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Telemarketing.
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Telemarketing.
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Telemarketing.
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Text messages (Cell phone systems)
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Text messages (Cell phone systems)
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| Dewey Classification
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658.8/72
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| LC Classification
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HF5415.1265.H357 2010
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| NLM classification
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QP 650rvk
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| Added Entry
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Pousttchi, Key,1970-
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Wiedemann, Dietmar G.,1977-
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