@article{954463,
      recid = {954463},
      author = {Banerjee, Syagnik, and Dholakia, Nikhilesh, and Dholakia,  Ruby Roy,},
      title = {M-powering marketing in a mobile world /},
      pages = {1 online resource (147 pages).},
      abstract = {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.},
      url = {http://library.usi.edu/record/954463},
}