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The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. Yet despite an increasing number of research publications and books focused on general business issues, many key concepts have seldom been explicated thoroughly. This book offers the first comprehensive coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of «why» so that theories can be advanced. Questions relating to a theoretical framework of mobile marketing, factors influencing the adoption of mobile marketing, and other applications and cases of mobile marketing are provided alongside historical background.
This is a student-friendly text with up-to-date examples and issues presented throughout. Bibliographic references as well as a comprehensive glossary are provided at the end of the book.
About the author
Shintaro Okazaki received his PhD from the Universidad Autónoma de Madrid (Spain) where he is Associate Professor of Marketing in the College of Economics and Business Administration. His work has appeared in numerous journals and he serves on the editorial boards of the Journal of Advertising (as Associate Editor), International Journal of Advertising, Journal of Public Policy & Marketing (as Associate Editor), Journal of Interactive Advertising, Electronic Markets, and Internet Research, among others. The Mobile Marketing Association named him Best Academic of the Year 2008.
Summary
The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary business management tool: mobile marketing. This book offers coverage of mobile marketing from a theoretical and practical perspective, arguing that pragmatic mobile marketing tools need to be understood in terms of why so that theories can be advanced.
Report
«In the coming years, no area of marketing is likely to explode in importance like mobile marketing. Professor Shintaro Okazaki should be congratulated for his pioneering work to provide insights, guidelines, and recommendations in this critically important area.» (Kevin Lane Keller, E.B. Osborn Professor of Marketing, Dartmouth College)
«Okazaki's 'Fundamentals of Mobile Marketing' provides the first relevant framework for mobile marketing and communication. By simplifying the technology and relating Mobile to other forms of communication, 'clouds', 'apps', '4G' and 'ubiquity' take on meaning and relevance. In short, Mobile is the future. And, the future is now ... in this text.» (Don Schultz, Professor em. -in-Service of Integrated Marketing Communications, Northwestern University)
«An outstanding textbook on mobile marketing. As the author points out, mobile was 'overhyped' for some time, but its importance has increased markedly and is poised to explode. Most importantly mobile marketing allows for much more personalized relationships with customers and here Shintaro Okazaki gets to the heart of the matter.» (Charles R. Taylor, Villanova School of Business, Editor, International Journal of Advertising)
