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Mobile Marketing Channel

Online Consumer Behavior

Produktform: Buch / Einband - flex.(Paperback)

issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS – perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, until now, unutilized benefits of this efficient and popular direct marketing channel. weiterlesen

Dieser Artikel gehört zu den folgenden Serien

Sprache(n): Englisch

ISBN: 978-3-319-31285-9 / 978-3319312859 / 9783319312859

Verlag: Springer International Publishing

Erscheinungsdatum: 24.06.2016

Seiten: 132

Auflage: 1

Autor(en): Vinod Kumar, Yogesh K. Dwivedi, Mahmud Akhter Shareef

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