Mobile Marketing Channel
Online Consumer Behavior
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 m…
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Produktdetails
Weitere Autoren: Dwivedi, Yogesh K. / Kumar, Vinod
- ISBN: 978-3-319-31285-9
- EAN: 9783319312859
- Produktnummer: 19596315
- Verlag: Springer-Verlag GmbH
- Sprache: Englisch
- Erscheinungsjahr: 2016
- Seitenangabe: 132 S.
- Masse: H23.5 cm x B15.5 cm x D0.8 cm 242 g
- Abbildungen: Book; 12 farbige Abbildungen, Bibliographie
- Gewicht: 242
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