M-powering marketing in a mobile world / Syagnik Banerjee, Ruby Roy Dholakia, Nikhilesh Dholakia. [electronic resource]

By:

Banerjee, Syagnik [author.]

Contributor(s):

Material type: Text

TextSeries: Digital and social media marketing and advertising collectionPublisher: New York, New York : Business Expert Press, 2018Description: 1 online resource (147 pages)Content type:

Media type:

Carrier type:

ISBN:

9781631570049 (e-book)

Subject(s):

Genre/Form:

Electronic books.

Additional physical formats: Print version:: M-powering marketing in a mobile world.DDC classification:

658.872 23

LOC classification:

HF5548.34 .B364 2018

Online resources:

Click to View

Contents:

1. 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.

Summary: The 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.

Holdings ( 1 )
Title notes ( 5 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Ebook	TUS: Midlands, Main Library Athlone Online	eBook (Browse shelf(Opens below))	Available

Includes bibliographical references and index.

The 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.

Description based on print version record.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2018. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.