Mobile Marketing Channel: Online Consumer Behavior
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Switzerland
Springer
[2016]
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| Schriftenreihe: | SpringerBriefs in Business
|
| Schlagworte: | |
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| Beschreibung: | 1 Online-Ressource (XX, 132 Seiten) 15 illus., 12 illus. in color |
| ISBN: | 9783319312873 |
| ISSN: | 2191-5482 |
| DOI: | 10.1007/978-3-319-31287-3 |
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Datensatz im Suchindex
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| adam_text |
MOBILE MARKETING CHANNEL
/ SHAREEF, MAHMUD AKHTER
: 2016
TABLE OF CONTENTS / INHALTSVERZEICHNIS
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
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
MOBILE MARKETING CHANNEL
/ SHAREEF, MAHMUD AKHTER
: 2016
ABSTRACT / INHALTSTEXT
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 ISSUES RELATED TO WIRELESS MARKETING
(PARTICULARLY THE SMS-BASED MARKETING CHANNEL): (I) CONSUMER BEHAVIOR
FOR MOBILE PHONE SMS – PERCEPTION, EXPOSURE, AND ATTENTION; (II)
CONSUMER ATTITUDES TOWARD SMS-BASED MARKETING CHANNELS; (III) THE SCOPE
OF SMS TO MEET CONSUMER SERVICE OUTPUT DEMANDS FROM AN ONLINE CHANNEL;
(IV) CONSUMER SELECTION CRITERIA FOR MOBILE PHONE SMS CHANNEL STRUCTURE;
(V) MOBILE CHANNEL STRUCTURE AS AN EFFICIENT AND EFFECTIVE CONSUMER
INTERACTION MODE; AND (VI) CONSUMER MULTICHANNEL BEHAVIOR. IT IS
IMPORTANT TO USE THE SMS-BASED MOBILE CHANNEL AS A RADICAL TOOL OF
INTERACTIVE MARKETING AND SEAMLESS SERVICE MARKETING, AS THERE IS THE
OPPORTUNITY TO MAXIMIZE, U NTIL NOW, UNUTILIZED BENEFITS OF THIS
EFFICIENT AND POPULAR DIRECT MARKETING CHANNEL
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT. |
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| author | Shareef, Mahmud Akhter 1966- Dwivedi, Yogesh K. Kumar, Vinod |
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| id | DE-604.BV043546339 |
| illustrated | Illustrated |
| indexdate | 2024-10-25T04:00:34Z |
| institution | BVB |
| isbn | 9783319312873 |
| issn | 2191-5482 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028961702 |
| oclc_num | 950727444 |
| open_access_boolean | |
| owner | DE-634 DE-1043 DE-1046 DE-Aug4 DE-573 DE-M347 DE-92 DE-898 DE-BY-UBR DE-859 DE-1049 DE-861 DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-523 DE-2070s DE-83 DE-473 DE-BY-UBG DE-355 DE-BY-UBR DE-703 DE-706 DE-824 DE-29 DE-739 |
| owner_facet | DE-634 DE-1043 DE-1046 DE-Aug4 DE-573 DE-M347 DE-92 DE-898 DE-BY-UBR DE-859 DE-1049 DE-861 DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-523 DE-2070s DE-83 DE-473 DE-BY-UBG DE-355 DE-BY-UBR DE-703 DE-706 DE-824 DE-29 DE-739 |
| physical | 1 Online-Ressource (XX, 132 Seiten) 15 illus., 12 illus. in color |
| psigel | ZDB-2-BUM ZDB-2-BUM_2016 |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Springer |
| record_format | marc |
| series2 | SpringerBriefs in Business |
| spellingShingle | Shareef, Mahmud Akhter 1966- Dwivedi, Yogesh K. Kumar, Vinod Mobile Marketing Channel Online Consumer Behavior Business Marketing Management information systems Business and Management Business Information Systems Information Systems Applications (incl. Internet) Wirtschaft Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4062644-1 (DE-588)4592128-3 |
| title | Mobile Marketing Channel Online Consumer Behavior |
| title_auth | Mobile Marketing Channel Online Consumer Behavior |
| title_exact_search | Mobile Marketing Channel Online Consumer Behavior |
| title_full | Mobile Marketing Channel Online Consumer Behavior by Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar |
| title_fullStr | Mobile Marketing Channel Online Consumer Behavior by Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar |
| title_full_unstemmed | Mobile Marketing Channel Online Consumer Behavior by Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar |
| title_short | Mobile Marketing Channel |
| title_sort | mobile marketing channel online consumer behavior |
| title_sub | Online Consumer Behavior |
| topic | Business Marketing Management information systems Business and Management Business Information Systems Information Systems Applications (incl. Internet) Wirtschaft Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Electronic Commerce (DE-588)4592128-3 gnd |
| topic_facet | Business Marketing Management information systems Business and Management Business Information Systems Information Systems Applications (incl. Internet) Wirtschaft Online-Marketing Verbraucherverhalten Electronic Commerce |
| url | https://doi.org/10.1007/978-3-319-31287-3 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028961702&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028961702&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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