Mobile Marketing Channel (eBook) von Mahmud Akhter Shareef

Chapter 1 Online Consumer Behavior and Marketing Channel.- 2 Mobile Marketing Channel.3 Scope of Short Messaging Service (SMS) as a Marketing Channel.- 4 Effective Mobile Channel.- 5 Design of the Mobile Channel Structure.- 6 Target Marketing and Development of the Communication Channel.- 7 Conclusion.

This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21^st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated