The mobile channel offers an exciting opportunity for marketers—one that most have yet to
fully embrace. One avenue to pursue is the creation of a branded mobile offering, in which …

The mobile environment provides the most dynamic, effective and personal medium for
marketing. The mobile phone, the one item that everyone keeps at hand in and out of the …

Mobile advertising allows retailers, service providers, and manufacturers to provide
consumers with increasingly relevant offers. The success of such campaigns depends on an …

Mobile marketing refers to the two-or multi-way communication and promotion of an offer
between a firm and its customers using a mobile medium, device, or technology. We present …

Mobile marketing, which involves two-or multi-way communication and promotion of an offer
between a firm and its customers using the mobile, a term that refers to the mobile medium …

Firms spent about a quarter of their digital budget on mobile, and mobile contributed nearly
a quarter of all digital revenues in 2015 (eMarketer 2015). Mobile marketing has grown …

This book is for marketers (from newbies to CMO level) who want to learn why and how to
use mobile marketing to engage and convert consumers. A Beginner's Guide to Mobile …

From the Publisher: Practical advice and guidance on how to effectively target the mobile
consumer market With the explosive growth of the Internet, marketers were forced to rewrite …

This dissertation aims to examine the theoretical and empirical foundations of the mobile
marketing phenomenon. While numerous studies have yielded important insights into this …

Mobile marketing is an ever increasingly important component of a firm's overall promotional
strategy. The importance of this medium can be seen through time spent on mobile media …