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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Description & Coverage

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.


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
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Editor/Author Biographies
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 Review 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