Search Engine Marketing Book

Handbook of Research on Mobile Marketing Management

Author: Key Pousttchi

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Pages: 598

Publisher: Business Science Reference

Date of Publishing: 01 Jul, 2009

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Book Summary:

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.

Description:
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.

About The Author : Key Pousttchi

Key Pousttchi is an assistant professor and heads the wi-mobile research group at the University of Augsburg, WI-SE. The focus of his research comprises mobile marketing, mobile financial services, mobile-integrated business processes and the development of mobile markets. The groupï¿½s research results are applied in strategy consulting for major market players. Prior to his academic career, he was 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 at the 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 has been the project leader for the German part of the European Union project on a secure mobile payment system (SEMOPS).