Handbook of Research on Mobile Marketing Management

Handbook of Research on Mobile Marketing Management

Key Pousttchi (University of Augsburg, Germany) and Dietmar G. Wiedemann (University of Augsburg, Germany)
Release Date: November, 2009|Copyright: © 2010 |Pages: 582
ISBN13: 9781605660745|ISBN10: 1605660744|EISBN13: 9781605660752|DOI: 10.4018/978-1-60566-074-5
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Mobile communication techniques revolutionize marketing in its gain of consumer time and attention for advertiser support. This groundbreaking type of marketing provides the luxury of reaching consumers in a greater variety of times and settings than ever before, a possibility that those in the advertising field crave.

The Handbook of Research on Mobile Marketing Management provides a compelling and relevant collection of innovative mobile marketing thoughts and practices. Through offering more than 25 insightful articles by international experts on leading edge technologies of marketing applications, this reference is a critical resource for advertisers, researchers, and academicians.


Topics Covered

  • Advertiser adoption
  • Business models in mobile marketing
  • Conceptualization of mobile marketing
  • Consumer and advertiser perception and attitudes
  • Cross-country comparison of consumer attitudes
  • Interactions among mobile devices, applications, and users
  • International mobile marketing regulation
  • Location based services
  • Mobile marketing campaign management
  • Mobile marketing campaign planning
  • Mobile marketing campaign types
  • Mobile marketing metrics
  • Mobile marketing practices
  • Mobile marketing research
  • Mobile marketing value system
  • Mobile Technologies
  • Privacy issues and trust in mobile marketing
  • Standardization in mobile marketing
  • Success factors of mobile marketing
  • Theory building in mobile marketing

Reviews and Testimonials

"Mobile communication techniques provide the opportunity to revolutionize marketing as they support advertisers in coping with their major challenge today: getting time and attention from consumers."

– Key Pousttchi, University of Augsburg, Germany

Pousttchi and Wiedemann have compiled an excellent resource on the emerging mobile marketing element of the promotional mix. A search performed by this reviewer in academic library databases revealed that much of the research presented in this handbook Is not available in other sources. ... This collection can be utilized for information on a specific topic, as a research starter, or as an excellent source of seminal work. ... Highly recommended. Upper-division undergraduate through faculty and research collections.

– Professor E.C. Dansereau, Castleton State College, CHOICESelected as a Fall 2011 Shelf-Worthy Academic Title by Baker & Taylor.

Table of Contents and List of Contributors

Search this Book:
Editorial Advisory Board
Table of Contents
Kai Rannenberg
Key Pousttchi, Dietmar G. Wiedemann
Chapter 1
Key Pousttchi, Dietmar G. Wiedemann
Mobile marketing is a new form of marketing communication using mobile communication techniques to promote goods, services, and ideas. The marketing... Sample PDF
Mobile Marketing Management: Marketing Objectives, Types and Implementation Techniques
Chapter 2
Dimitris Drossos, George M. Giaglis
The purpose of this chapter is to illustrate and reflect upon the extant literature on mobile marketing with a view of identifying contributions... Sample PDF
Reviewing Mobile Marketing Research to Date: Towards Ubiquitous Marketing
Chapter 3
Dennis Lee, Ralf Muhlberger, Mark Brown
This chapter suggests that mobile marketing research take an Interaction Design approach through the adoption of the Locales Framework as an... Sample PDF
Framework for Mobile Marketing: The Locales Framework
Chapter 4
Ramin Vatanparast
Mobile advertising holds strong promises to become the most highly targeted advertising medium offering new ways to target messages to users. By... Sample PDF
Factors Affecting Mobile Advertising
Chapter 5
Maria Åkesson, Carina Ihlström Eriksson
Mobile advertising opportunities have attracted interest from industry and academics as a response to the trend of diffusion of new mobile... Sample PDF
Advertising Challenges in Ubiquitous Media Environments
Chapter 6
Ibrahim Sirkeci, Richard Mannix
Mobile technologies have posed new challenges for marketers as well as opportunities in an increasingly global market with high human mobility... Sample PDF
Segmentation Challenges Posed by ‘Transnationals' in Mobile Marketing
Chapter 7
Jörg Link, Franziska Seidl
The success of Mobile Marketing is to a large extent dependent on two factors: (1) the situation appropriateness, where demands are made on the... Sample PDF
Situation Approach as Success Factor of Mobile Marketing
Chapter 8
Kala Chand Seal
Our chapter introduces an integrated way to look into the world of mobile offerings, referred often as m-commerce,- through a cross-country analysis... Sample PDF
A Framework for Understanding Mobile Value Offering through Multi-Country Studies
Chapter 9
Süphan NASIR
The concept of mobile communication has been rapidly changing all over the world and the Global System for Mobile communication (GSM) business has... Sample PDF
Supporting Marketing Practices: Mobile Network Operators' Value Added Services Changing the Way of Doing Business
Chapter 10
Günter Silberer, Sebastian Schulz
Customer Relationship Management is conducive to providing customer information and the correct way to deal with customers. After the advent of the... Sample PDF
Mobile Customer Relationship Management (mCRM): Constraints and Challenges
Chapter 11
Klaus-Peter Wiedmann, Marc-Oliver Reeh, Henrik Schumacher
Near Field Communication (NFC) is a short-distance wireless technology which allows user friendly networking of mobile terminals, e.g., cellular... Sample PDF
Employment and Acceptance of Near Field Communication in Mobile Marketing
Chapter 12
Niklas Nohlen, Stefan Smolnik, Gerold Riempp
Applications based on mobile technologies are predicted to achieve increasing distribution as well as high potential for business processes... Sample PDF
Mobile Customer Acquisition in the Swiss Health Care Industry: An Empirical Study
Chapter 13
Andreas Heinemann, Tobias Straub
The growing share of people using mobile devices, that support wireless peer-to-peer interaction, offers the opportunity to build a ubiquitous... Sample PDF
Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising
Chapter 14
Ramin Vatanparast
The future of mobile communication is expected to rely on mobile services and revenue generated through mobile marketing. Marketing activities... Sample PDF
Theories behind Mobile Marketing Research
Chapter 15
Stuart J. Barnes, Eusebio Scornavacca, Jonathon McKenzie, Amy Carroll
The deployment of SMS-based marketing campaigns has been noted as a very successful mean of reaching consumers. With this mind, this chapter reports... Sample PDF
In Search of Successful Mobile Advertising: Consumer and Business Perspectives
Chapter 16
Heikki Karjaluoto, Heikki Lehto, Matti Leppäniemi
This chapter investigates the impact of gender and age on mobile marketing responsiveness among regular customers of Finnish night club chain. The... Sample PDF
The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising
Chapter 17
Fumiyo N. Kondo, Yasuhiro Uwadaira, Mariko Nakahara, Shahriar Akter
This chapter investigates the changes in customers’ responses to mobile direct mail (DM) coupons on the shop visit probability (SVP) of a beauty... Sample PDF
Mobile DM Coupon Promotion in Japan: A Case Study on Response Behavior Changes in Services Consumption
Chapter 18
Adam P. Vrechopoulos, Emmanouela E. Manganari, George J. Siomkos
The development and rapid diffusion of m-commerce has attracted lately a great deal of research interest. Researchers from many different... Sample PDF
Mobile Store Environment Dynamics: An Interdisciplinary Approach
Chapter 19
Andreas Mann, Jan Prein
Mobile loyalty programs hold various advantages to companies compared to traditional card-based programs. Mobile customer cards enable companies to... Sample PDF
Mobile Loyalty Programs: Relevance for Relationship Management and Consumer Acceptance
Chapter 20
Dietmar G. Wiedemann, Tobias Haunstetter, Key Pousttchi
As mobile devices are personal communication tools, they are platforms for word-of-mouth marketing. Mobile viral marketing is tremendously... Sample PDF
Analyzing the Forwarding Behavior in Mobile Viral Marketing: An Empirical Study
Chapter 21
Wen-Kuo Chen, Heng-Chiang Huang, Seng-Cho T. Chou
Research shows that the use of mobile phone services is surprisingly low because users would not like to pay money without first using services. We... Sample PDF
Understanding Consumer Recommendation Behavior
Chapter 22
Süphan NASIR
With the increasing growth and sophistication of mobile communications, companies integrate the mobile channel into their marketing communication... Sample PDF
Integrating Mobile Marketing into the Marketing Communication: Exemplification of Mobile Marketing Campaigns
Chapter 23
Dirk Möhlenbruch, Steffen Dölling, Falk Ritschel
Mobile Commerce is of growing interest for vendors and customers and with that its importance within the mix of marketing and distributing channels... Sample PDF
Interactive Customer Retention Management for Mobile Commerce
Chapter 24
Marco Garito
The increasing availability of affordable mobile business services (or “m-services”) across different telecommunication carriers and platform is now... Sample PDF
Mobile Business and Mobile TV: Available Technologies, Future Opportunities and New Marketing Trends
Chapter 25
Christopher Quente
Despite the fact that the mobile phone is a perfectly suited advertising medium also for brand campaigns a creative perspective is not only... Sample PDF
Brand Driven Mobile Marketing: 5 Theses for Today and Tomorrow
About the Contributors




Marketing aims at creating, communicating, delivering, and exchanging offerings that (hopefully) have value for customers, clients, partners, or other relationships. Much of its success depends on reaching the right people with the right message in the right situation. Whatever can be of help in this endeavour is to be used or at least tried out. Trying different media is part of these experiments and has lead to many experiences - more or less successful ones among them.

In today’s media-rich society with many messages (more or less desperately) searching for receivers successful marketing means especially to reach people when they are open to receive a marketing message. This may be one reason, why mobile marketing – or more precisely – marketing making use of mobile communication is considered as such a promising field. The vast coverage that mobile communication networks (e.g., GSM) offer allows to reach more and more people at almost every location and consequently at almost every time. In addition mobile communication subscribers are often identified to at least some degree via their mobile phone number. And last but not least the infrastructure of cell-based networks together with ever-improving navigation based on satellites can tell quite a bit about customers and their situation. Thus, marketers can come closer to consumers than ever before.

Coming close and not being annoying requires special skills. While not all of them can be acquired by research, this situation clearly asks for a Handbook of Research on Mobile Marketing Management. Key Pousttchi and Dietmar G. Wiedemann can therefore be applauded for having chosen the right topic at the right time demonstrating good marketing skills. Will a handbook be the right medium in an age of content overflow? It can be, if it is structured well, and the structure of this book does make sense: Starting with an “Introduction to Mobile Marketing” and then following up with “Technology Issues in Mobile Marketing” avoids the mistake to believe that technology would solve every problem, even if it is not even explained, while demonstrating at the same time that mobile marketing cannot be successful without understanding the technology basics. Both sections give a good basis for describing “Research Issues in Mobile Marketing”, as done in Section 3, before then “Managerial Issues in Mobile Marketing” can be discussed in Section 4.

This handbook, collected by editors, who for a long time have fostered the communication and exchange between researchers and practitioners, should help both to understand current issues as well as open questions and last not least each other.

May it receive the success it deserves.

    Kai Rannenberg
    Goethe University Frankfurt, Germany

Author(s)/Editor(s) Biography

Key Pousttchi is an assistant professor and heads the wi-mobile Research Group. The focus of his research comprises mobile marketing, mobile financial services, mobile-integrated business processes and the development of mobile markets. The group’s research results are applied in strategy consulting for major market players. Prior to his academic career he has been a regular officer of the German army for 12 years, lastly being responsible for integrated information processing and simulation systems in an R&D department.
Dietmar Georg Wiedemann is a researcher and project leader with the wi-mobile Research Group, University of Augsburg, WI-SE. He is an expert in b2c mobile commerce and has executed many qualitative and quantitative studies in Mobile Marketing and Mobile Payment. Since 2007 he is the project leader for the German part of the European Union project on a Secure Mobile Payment System (SEMOPS).


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Editorial Board

  • Stuart J. Barnes, University of East Anglia, UK
  • Elizabeth Fife, University of Southern California, USA
  • George M. Giaglis, Athens University of Economics and Business, Greece
  • Heikki Karjaluoto, University of Jyväskylä, Finland
  • Robert J. Kauffman, Arizona State University, USA
  • Elaine Lawrence, University of Technology Sydney, Australia
  • Ingo Lippert, MindMatics, Germany
  • Ravi S. Sharma, Nanyang Technological University, Singapore