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000754978 020__ $$a9783319312873$$q(electronic book)
000754978 020__ $$a3319312871$$q(electronic book)
000754978 020__ $$z9783319312859
000754978 035__ $$aSP(OCoLC)ocn947837471
000754978 035__ $$aSP(OCoLC)947837471
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000754978 050_4 $$aHF5415.1265
000754978 08204 $$a658.872$$223
000754978 1001_ $$aShareef, Mahmud Akhter,$$d1966-$$eauthor.
000754978 24510 $$aMobile marketing channel : online consumer behavior$$h[electronic resource] /$$cMahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar.
000754978 264_1 $$a[Cham] :$$bSpringer,$$c2016.
000754978 300__ $$a1 online resource.
000754978 336__ $$atext$$btxt$$2rdacontent
000754978 337__ $$acomputer$$bc$$2rdamedia
000754978 338__ $$aonline resource$$bcr$$2rdacarrier
000754978 4901_ $$aSpringerBriefs in business
000754978 5050_ $$aChapter 1 Online Consumer Behavior and Marketing Channel -- 2 Mobile Marketing Channel -- 3 Scope of Short Messaging Service (SMS) as a Marketing Channel -- 4 Effective Mobile Channel -- 5 Design of the Mobile Channel Structure -- 6 Target Marketing and Development of the Communication Channel -- 7 Conclusion.
000754978 506__ $$aAccess limited to authorized users.
000754978 520__ $$aThis book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS - perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, u ntil now, unutilized benefits of this efficient and popular direct marketing channel.
000754978 588__ $$aOnline resource; title from PDF title page (viewed May 4, 2016)
000754978 650_0 $$aInternet marketing.
000754978 650_0 $$aConsumer behavior.
000754978 7001_ $$aDwivedi, Yogesh Kumar,$$eauthor.
000754978 7001_ $$aKumar, Vinod,$$d1943-$$eauthor.
000754978 830_0 $$aSpringerBriefs in business.
000754978 852__ $$bebk
000754978 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-319-31287-3$$zOnline Access$$91397441.1
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