{"product_id":"mobile-marketing-channel-von-mahmud-akhter-shareef-vinod-kumar-und-yogesh-k-dwivedi","title":"Mobile Marketing Channel","description":"\n                                \n                \u003cp\u003e\n                                        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 21\n                    \n                    \u003csup\u003est\u003c\/sup\u003e\n                                         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\n                \n                \u003c\/p\u003e\n                                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.\n                \n                \u003cp\u003e\u003c\/p\u003e\n                                \n                \u003cp\u003e\u003c\/p\u003e\n                            \n            \u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783319312859\"\u003e\u003ch3\u003eOnline Consumer Behavior\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783319312859","offer_id":40604183461981,"sku":"9783319312859","price":58.84,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/4f6b24d7-ce6b-449b-b421-6b1d0b8a7d64.jpg?v=1775623785","url":"https:\/\/shop.autorenwelt.de\/en\/products\/mobile-marketing-channel-von-mahmud-akhter-shareef-vinod-kumar-und-yogesh-k-dwivedi","provider":"Autorenwelt Shop","version":"1.0","type":"link"}