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101 0 $aeng
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182   $cc$2rdamedia
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200 10$aM-powering marketing in a mobile world /$fSyagnik Banerjee, Ruby Roy Dholakia, Nikhilesh Dholakia
210  1$aNew York, New York :$cBusiness Expert Press,$d2018.
215   $a1 online resource (147 pages)
225 1 $aDigital and social media marketing and advertising collection
311   $a1-63157-003-X 
320   $aIncludes bibliographical references and index.
327   $a1. The global mobile multiplier effect -- 2. Mobile strategy -- 3. Mobile in retailing -- 4. Transforming marketing with mobile data -- 5. Mobile and policy issues -- Epilogue: Back to the future -- Bibliography -- Index.
330   $aThe mobile, device-led integration of online and offline worlds has introduced many uncertainties and opportunities. These have driven businesses, researchers, and policymakers to learn more about this rapidly changing domain. To help businesses compete, survive, and thrive in this transforming environment, it is essential to structure their understanding of the field and provide conceptual frameworks as decision aids. In M-Powering Marketing in a Mobile World, we present a concise guide for executives in general, digital marketers, and for interested researchers and policymakers. We identify key emerging trends, develop frameworks based on critical variables, and draw lessons for marketers. The book illustrates the processes by which mobile devices have transformed economies worldwide, the evolving face of Internet usage, strategies adopted by corporations, their applications in retail, emerging data and metric generation processes, as well as policy issues. It explains how mobile devices have become the market's steppingstone toward an IoT-infused environment, a gateway for artificial intelligence-driven marketing processes and the entry portal for a potentially hyperautomated future of consumption.
410  0$aDigital and social media marketing and advertising collection.
606   $aBig data
606   $aInternet marketing
606   $aMobile commerce
615  0$aBig data.
615  0$aInternet marketing.
615  0$aMobile commerce.
676   $a658.872
700   $aBanerjee$b Syagnik$01542206
702   $aDholakia$b Nikhilesh$f1947-
702   $aDholakia$b Ruby Roy
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906   $aBOOK
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