Fundamentals of Mobile Marketing: Theories and practices

This book offers the first comprehensive coverage of mobile marketing from a theoretical and practical perspective and argues that pragmatic mobile marketing tools need to be understood in terms of "why" so that theories can be advanced.

Abstract

The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary telecommunication service: mobile Internet. Many brands and media companies are now engaged in sophisticated marketing promotions, proactively sending out commercial messages to mobile users and devices through SMS (Short Message Services), MMS (Multimedia Message Services), location-based alert service, and voice calls.Despite an increasing number of research publications and books focused on general business issues, many concepts have seldom been explicated. In this book the author offers the first comprehensive coverage of mobile marketing from a theoretical and practical perspective. He argues that pragmatic mobile marketing tools need to be understood in terms of why so that theories can be advanced.Questions relating to a theoretical framework of mobile marketing, factors influencing the adoption of mobile marketing, and other applications and cases of mobile marketing are provided alongside historical background.This is a student-friendly text with up-to-date examples and issues presented throughout the book. A rich source of bibliographic references as well as a comprehensive glossary is provided at the end of the book.