Mobile Marketing Channel Online Consumer Behavior /

• Main Authors: Shareef, Mahmud Akhter (Author), Dwivedi, Yogesh K. (Author), Kumar, Vinod (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2016.
• Series: SpringerBriefs in Business,
• Subjects: Business.; Marketing.; Management information systems.; Business and Management.; Business Information Systems.; Information Systems Applications (incl. Internet).

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, an...