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|DOI: 10.4018/978-1-60566-074-5
ISBN13: 9781605660745|ISBN10: 1605660744|EISBN13: 9781605660752
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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

The many academic areas covered in this publication include, but are not limited to:

  • 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

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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).


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