rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Mobile Marketing Channel
    sub title: Online Consumer Behavior
  name:
    name part: Shareef, Mahmud Akhter.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Dwivedi, Yogesh K.
    role:
      role term: author.
  name:
    name part: Kumar, Vinod.
    role:
      role term: author.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2016
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: XX, 132 p. 15 illus., 12 illus. in color. online resource.
  abstract: This 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, until now, unutilized benefits of this efficient and popular direct marketing channel.
  table of contents: Chapter 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.
  note: by Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar.
  subject:
    topic: Business
  subject:
    topic: Marketing
  subject:
    topic: Management information systems
  subject:
    topic: Business and Management
  subject:
    topic: Business Information Systems
  subject:
    topic: Marketing
  subject:
    topic: Information Systems Applications (incl. Internet)
  classification: HD30.2
  classification: 658.4038
  related item:
    title info:
      title: Springer eBooks
  related item:
    title info:
      title: SpringerBriefs in Business
  identifier: 9783319312873
  identifier: http://dx.doi.org/10.1007/978-3-319-31287-3
  record info:
    record creation date: 160423
    record change date: 20170731153220.0
    record identifier: 978-3-319-31287-3