Banerjee / Dholakia M-Powering Marketing in a Mobile World

Erscheinungsjahr 2017
ISBN: 978-1-63157-004-9
Verlag: Business Expert Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 146 Seiten

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.

Autoren/Hrsg.

Banerjee, Syagnik

Dholakia, Ruby Roy

Dholakia, Nikhilesh

Über Autor(innen)

Banerjee, Syagnik
Syagnik Banerjee is associate professor of marketing at University of Michigan–Flint. With prior experiences in rural economies in CPG and telecom industries, he engages extensively in research on mobile technologies and consumer behavior. He has spoken at mobile media summits and has developed training workshops and social media listening tools for educational use.

Dholakia, Ruby Roy
Ruby Roy Dholakia is professor of marketing at the University of Rhode Island (URI). Engaged extensively in research projects on technologies for the home, her books include Marketing Strategies for Information Technologies (JAI Press, 1994), New Infotainment Technologies in the Home: Demand-Side Perspectives (Lawrence Erlbaum Associates, 1996), and Technology and Consumption: Understanding Consumer Choices and Behaviors (Springer, 2012).

Dholakia, Nikhilesh
Nikhilesh Dholakia is professor emeritus from the University of Rhode Island (URI). His research deals with the intersections of globalization, technology, innovation, market processes, and consumer culture. Among his books are Essentials of New Product Management (Prentice-Hall, 1987) and M-commerce: Global Experiences and Perspectives (Idea Group Publishing, 2006).