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Mobile Marketing Channel - 9783319312859
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Item specifics
- Condition
- Book Title
- Mobile Marketing Channel
- ISBN
- 9783319312859
- Publication Name
- Mobile Marketing Channel: Online Consumer Behavior
- Publisher
- Springer International Publishing A&G
- Subject
- Computer Science, Marketing, Business
- Publication Year
- 2016
- Series
- Springerbriefs in Business
- Type
- Textbook
- Format
- Paperback
- Language
- English
- Item Height
- 235 mm
- Item Weight
- 2409 g
- Item Width
- 155 mm
- Number of Pages
- 132 Pages
About this product
Product Information
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.
Product Identifiers
Publisher
Springer International Publishing A&G
ISBN-13
9783319312859
eBay Product ID (ePID)
221158796
Product Key Features
Number of Pages
132 Pages
Publication Name
Mobile Marketing Channel: Online Consumer Behavior
Language
English
Subject
Computer Science, Marketing, Business
Publication Year
2016
Type
Textbook
Series
Springerbriefs in Business
Format
Paperback
Dimensions
Item Height
235 mm
Item Weight
2409 g
Item Width
155 mm
Additional Product Features
Country/Region of Manufacture
Switzerland
Item description from the seller
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- w***r (65)- Feedback left by buyer.Past 6 monthsVerified purchaseItem as described and despatched in quick time. Item arrived within 3 days and was well packaged. Item was much cheaper than I found elsewhere online. I had a query about my order and the seller responded on the same day and sorted everything out. Would happily buy from seller again
- r***y (412)- Feedback left by buyer.Past 6 monthsVerified purchaseFirst book went missing/didn't arrive, but Jessica in customer support sorted it out, sending a second copy, it arrived fast and safe, as described, well wrapped, good price and quick customer support. Thank you Jessicaππππ₯°πRunes: a Handbook - 9781783276974 (#314128475728)
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Seller Feedback (576,481)
- w***r (65)- Feedback left by buyer.Past 6 monthsVerified purchaseItem as described and despatched in quick time. Item arrived within 3 days and was well packaged. Item was much cheaper than I found elsewhere online. I had a query about my order and the seller responded on the same day and sorted everything out. Would happily buy from seller again
- r***y (412)- Feedback left by buyer.Past 6 monthsVerified purchaseFirst book went missing/didn't arrive, but Jessica in customer support sorted it out, sending a second copy, it arrived fast and safe, as described, well wrapped, good price and quick customer support. Thank you Jessicaππππ₯°πRunes: a Handbook - 9781783276974 (#314128475728)
- a***l (61)- Feedback left by buyer.Past 6 monthsVerified purchaseFantastic experience with this seller. I had an issue with the clay in my kit being dried out, which is something they couldn't have known about before me opening the box. I sent them a message and they replied quickly and kindly with a resolution, replacing my kit for me. Overall the kit was fantastic value and arrived brand new, in perfect condition bar the clay. Very trustworthy and helpful.