Handbook of research on mobile marketing management

Mobile marketing management: marketing objectives, types and implementation techniques / Key Pousttchi, Dietmar G. Wiedemann

Reviewing mobile marketing research to date: towards ubiquitous marketing / Dimitris Drossos, George M. Giaglis

Framework for mobile marketing: the locales framework / Dennis Lee, Ralf Muhlberger, Mark Brown

Factors affecting mobile advertising / Ramin Vatanparast

Advertising challenges in Ubiquitous media environments / Maria Akesson, Carina Ihlström Eriksson

Segmentation challenges posed by 'transnationals' in mobile marketing / Ibrahim Sirkeci, Richard Mannix

Situation approach as success factor of mobile marketing / Jörg Link, Franziska Seidl

A framework for understanding mobile value offering through multi-country studies / Kala Chand Seal

Supporting marketing practices: mobile network operators' value added services changing the way of doing business / Süphan Nasir

Mobile customer relationship management (mCRM): constraints and challenges / Günter Silberer, Sebastian Schulz

Employment and acceptance of near field communication in mobile marketing / Klaus-Peter Wiedmann, Marc-Oliver Reeh, Henrik Schumacher

Mobile customer acquisition in the Swiss health care industry: an empirical study / Niklas Nohlen, Stefan Smolnik, Gerold Riempp

Opportunistic networks as an enabling technology for mobile work-of-mouth advertising / Andreas Heinemann, Tobias Straub

Theories behind mobile marketing research / Ramin Vatanparast

In search of successful mobile advertising: consumer and business perspectives / Stuart J. Barnes...[et al.]

The impact of gender and age on consumer responsiveness to permission-based mobile advertising / Heikki Karjaluoto, Heikki Lehto, Matti Leppäniemi

Mobile DM coupon promotion in Japan: a case study on response behavior changes in services consumption / Fumiyo N. Kondo ...[et al]

Mobile store environment dynamics: an interdisciplinary approach / Adam P. Vrechopoulos, Emmanouela E. Manganari, George J. Siomkos

Mobile loyalty programs: relevance for relationship management and consumer acceptance / Andreas Mann, Jan Prein

Analyzing the forwarding behavior in mobile viral marketing: an empirical study / Dietmar G. Wiedemann, Tobias Haunstetter, Key Pousttchi

Understanding consumer recommendation behavior / Wen-Kuo Chen, Heng-Chiang Huang, Seng-Cho T. Chou

Integrating mobile marketing into the marketing communication: exemplification of mobile marketing campaigns / Süphan Nasir

Interactive customer retention management for mobile commerce / Dirk Möhlenbruch, Steffen Dölling, Falk Ritschel

Mobile business and mobile TV: available technologies, future opportunities and new marketing trends / Marco Garito

Brand driven mobile marketing: 5 theses for today and tomorrow / Christopher Quente.