LEADER 04426nam 22006255 450 001 9910254946803321 005 20200705122326.0 010 $a3-319-31287-1 024 7 $a10.1007/978-3-319-31287-3 035 $a(CKB)3710000000649256 035 $a(EBL)4513932 035 $a(DE-He213)978-3-319-31287-3 035 $a(MiAaPQ)EBC4513932 035 $a(PPN)228320046 035 $a(EXLCZ)993710000000649256 100 $a20160423d2016 u| 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aMobile Marketing Channel $eOnline Consumer Behavior /$fby Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar 205 $a1st ed. 2016. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2016. 215 $a1 online resource (150 p.) 225 1 $aSpringerBriefs in Business,$x2191-5482 300 $aDescription based upon print version of record. 311 $a3-319-31285-5 320 $aIncludes bibliographical references and index. 327 $aChapter 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. 330 $aThis book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS ? perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, until now, unutilized benefits of this efficient and popular direct marketing channel. 410 0$aSpringerBriefs in Business,$x2191-5482 606 $aManagement information systems 606 $aMarketing 606 $aApplication software 606 $aBusiness Information Systems$3https://scigraph.springernature.com/ontologies/product-market-codes/522030 606 $aMarketing$3https://scigraph.springernature.com/ontologies/product-market-codes/513000 606 $aInformation Systems Applications (incl. Internet)$3https://scigraph.springernature.com/ontologies/product-market-codes/I18040 615 0$aManagement information systems. 615 0$aMarketing. 615 0$aApplication software. 615 14$aBusiness Information Systems. 615 24$aMarketing. 615 24$aInformation Systems Applications (incl. Internet). 676 $a650 700 $aShareef$b Mahmud Akhter$4aut$4http://id.loc.gov/vocabulary/relators/aut$0943923 702 $aDwivedi$b Yogesh K$4aut$4http://id.loc.gov/vocabulary/relators/aut 702 $aKumar$b Vinod$4aut$4http://id.loc.gov/vocabulary/relators/aut 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910254946803321 996 $aMobile Marketing Channel$92212282 997 $aUNINA