ISBN 9780071332507,Mobile Marketing : Fundamentals and Strategyq

Mobile Marketing : Fundamentals and Strategyq



Tata McGraw - Hill Education

Publication Year 2011

ISBN 9780071332507

ISBN-10 0071332502


Number of Pages 176 Pages
Language (English)


Today, integrating a mobile marketing platform into existing communication channels can be the difference between success and failure. Marketing has evolved by leaps in bounds in just the past few years. If you haven't already ?gone mobile,? you need to start now. Yesterday was too late. Written by top researchers at Bog?azici University in conjunction with Turkey's leading mobile operator, Turkcell, Mobile Marketing is a blueprint for creating a mobile platform that connects you with customers in new, unique, and potentially profitable ways. The book brings you fully up to date on the world of mobile marketing with the latest facts, statistics, and academic research about the mobile medium and mobile consumer behavior. Filled with case studies from Turkcell's impressive portfolio of clients, Mobile Marketing covers: The Basics of Mobile Marketing: short message service (SMS), multimedia messaging services (MMS), Internet, interactive voice response (IVR), games, services, and more Unique Value Propositions: convenience, personalization, localization, privacy, and more Factors Influencing Mobile Consumer Behavior: demographics, cultural values, consumer history, social network data, peer pressure, and more Mobile Markets of the Future: health services, distance learning, emergency services, television, commerce, government services, and more Table of Contents 1 Defining Mobile Marketing 2 Unique Value Propositions 3 A Consumer-Centric Model for Mobile Marketing 4 The Future of Mobile Marketing Appendix: The Turkish GSM Market Additional Cases References Other Related Scholarly Sources Related Web Sites Glossary Index