1. The global mobile multiplier effect -- 2. Mobile strategy -- 3. Mobile in retailing -- 4. Transforming marketing with mobile data -- 5. Mobile and policy issues -- Epilogue: Back to the future -- Bibliography -- Index

Bibliographische Detailangaben

Hauptverfasser:	Banerjee, Syagnik (VerfasserIn), Dholakia, Ruby Roy (VerfasserIn), Dholakia, Nikhilesh 1947- (VerfasserIn)
Format:	Elektronisch E-Book
Sprache:	English
Veröffentlicht:	New York, New York (222 East 46th Street, New York, NY 10017) Business Expert Press 2018
Ausgabe:	First edition
Schriftenreihe:	Digital and social media marketing and advertising collection
Schlagworte:	Mobile commerce Internet marketing Electronic books
Online-Zugang:	FHN01 FWS01 FWS02 UBY01 Volltext
Zusammenfassung:	1. The global mobile multiplier effect -- 2. Mobile strategy -- 3. Mobile in retailing -- 4. Transforming marketing with mobile data -- 5. Mobile and policy issues -- Epilogue: Back to the future -- Bibliography -- Index The mobile, device-led integration of online and offline worlds has introduced many uncertainties and opportunities. These have driven businesses, researchers, and policymakers to learn more about this rapidly changing domain. To help businesses compete, survive, and thrive in this transforming environment, it is essential to structure their understanding of the field and provide conceptual frameworks as decision aids. In M-Powering Marketing in a Mobile World, we present a concise guide for executives in general, digital marketers, and for interested researchers and policymakers. We identify key emerging trends, develop frameworks based on critical variables, and draw lessons for marketers. The book illustrates the processes by which mobile devices have transformed economies worldwide, the evolving face of Internet usage, strategies adopted by corporations, their applications in retail, emerging data and metric generation processes, as well as policy issues. It explains how mobile devices have become the market's steppingstone toward an IoT-infused environment, a gateway for artificial intelligence-driven marketing processes and the entry portal for a potentially hyperautomated future of consumption
Beschreibung:	Includes bibliographical references (pages 113-120) and index
Beschreibung:	Online-Ressource (xv, 127 pages)
ISBN:	9781631570049 9781631570032