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Bibliographic Details
Main Authors:	Shareef, Mahmud Akhter 1966- (Author), Dwivedi, Yogesh K. (Author), Kumar, Vinod (Author)
Format:	Electronic eBook
Language:	English
Published:	Switzerland Springer [2016]
Series:	SpringerBriefs in Business
Subjects:	Business Marketing Management information systems Business and Management Business Information Systems Information Systems Applications (incl. Internet) Wirtschaft Electronic Commerce Online-Marketing Verbraucherverhalten
Links:	https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 https://doi.org/10.1007/978-3-319-31287-3 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028961702&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028961702&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
Physical Description:	1 Online-Ressource (XX, 132 Seiten) 15 illus., 12 illus. in color
ISBN:	9783319312873
ISSN:	2191-5482
DOI:	10.1007/978-3-319-31287-3

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Record in the Search Index

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adam_text	MOBILE MARKETING CHANNEL / SHAREEF, MAHMUD AKHTER : 2016 TABLE OF CONTENTS / INHALTSVERZEICHNIS CHAPTER 1 ONLINE CONSUMER BEHAVIOR AND MARKETING CHANNEL 2 MOBILE MARKETING CHANNEL 3 SCOPE OF SHORT MESSAGING SERVICE (SMS) AS A MARKETING CHANNEL 4 EFFECTIVE MOBILE CHANNEL 5 DESIGN OF THE MOBILE CHANNEL STRUCTURE 6 TARGET MARKETING AND DEVELOPMENT OF THE COMMUNICATION CHANNEL 7 CONCLUSION DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT. MOBILE MARKETING CHANNEL / SHAREEF, MAHMUD AKHTER : 2016 ABSTRACT / INHALTSTEXT 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, U NTIL NOW, UNUTILIZED BENEFITS OF THIS EFFICIENT AND POPULAR DIRECT MARKETING CHANNEL DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
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id	DE-604.BV043546339
illustrated	Illustrated
indexdate	2024-12-20T17:39:10Z
institution	BVB
isbn	9783319312873
issn	2191-5482
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-028961702
oclc_num	950727444
open_access_boolean
owner	DE-634 DE-1043 DE-1046 DE-Aug4 DE-573 DE-M347 DE-92 DE-898 DE-BY-UBR DE-859 DE-1049 DE-861 DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-523 DE-2070s DE-83 DE-473 DE-BY-UBG DE-355 DE-BY-UBR DE-703 DE-706 DE-824 DE-29 DE-739
owner_facet	DE-634 DE-1043 DE-1046 DE-Aug4 DE-573 DE-M347 DE-92 DE-898 DE-BY-UBR DE-859 DE-1049 DE-861 DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-523 DE-2070s DE-83 DE-473 DE-BY-UBG DE-355 DE-BY-UBR DE-703 DE-706 DE-824 DE-29 DE-739
physical	1 Online-Ressource (XX, 132 Seiten) 15 illus., 12 illus. in color
psigel	ZDB-2-BUM ZDB-2-BUM_2016
publishDate	2016
publishDateSearch	2016
publishDateSort	2016
publisher	Springer
record_format	marc
series2	SpringerBriefs in Business
spellingShingle	Shareef, Mahmud Akhter 1966- Dwivedi, Yogesh K. Kumar, Vinod Mobile Marketing Channel Online Consumer Behavior Business Marketing Management information systems Business and Management Business Information Systems Information Systems Applications (incl. Internet) Wirtschaft Electronic Commerce (DE-588)4592128-3 gnd Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd
subject_GND	(DE-588)4592128-3 (DE-588)7706419-7 (DE-588)4062644-1
title	Mobile Marketing Channel Online Consumer Behavior
title_auth	Mobile Marketing Channel Online Consumer Behavior
title_exact_search	Mobile Marketing Channel Online Consumer Behavior
title_full	Mobile Marketing Channel Online Consumer Behavior by Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
title_fullStr	Mobile Marketing Channel Online Consumer Behavior by Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
title_full_unstemmed	Mobile Marketing Channel Online Consumer Behavior by Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar
title_short	Mobile Marketing Channel
title_sort	mobile marketing channel online consumer behavior
title_sub	Online Consumer Behavior
topic	Business Marketing Management information systems Business and Management Business Information Systems Information Systems Applications (incl. Internet) Wirtschaft Electronic Commerce (DE-588)4592128-3 gnd Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd
topic_facet	Business Marketing Management information systems Business and Management Business Information Systems Information Systems Applications (incl. Internet) Wirtschaft Electronic Commerce Online-Marketing Verbraucherverhalten
url	https://doi.org/10.1007/978-3-319-31287-3 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028961702&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028961702&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT shareefmahmudakhter mobilemarketingchannelonlineconsumerbehavior AT dwivediyogeshk mobilemarketingchannelonlineconsumerbehavior AT kumarvinod mobilemarketingchannelonlineconsumerbehavior

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