M-powering marketing in a mobile world / Syagnik Banerjee, Ruby Roy Dholakia, Nikhilesh Dholakia.
Banerjee, Syagnik, author.; Dholakia, Nikhilesh, 1947- author.; Dholakia, Ruby Roy, author.
2018
HF5548.34 .B364 2018
Available Online

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Title M-powering marketing in a mobile world / Syagnik Banerjee, Ruby Roy Dholakia, Nikhilesh Dholakia.
Author Banerjee, Syagnik, author.
ISBN 9781631570032
9781631570049 (e-book)
Published New York, New York : Business Expert Press, 2018.
Language English
Description 1 online resource (147 pages).
Call Number HF5548.34 .B364 2018
Dewey Decimal Classification 658.872
Summary 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.
Bibliography, etc. Note Includes bibliographical references and index.
Access Note Access limited to authorized users.
Source of Description Description based on print version record.
Added Author Dholakia, Nikhilesh, 1947- author.
Dholakia, Ruby Roy, author.
Series Digital and social media marketing and advertising collection.
Available in Other Form M-powering marketing in a mobile world.
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Record Appears in Online Resources > Ebooks
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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.

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