Buch, Englisch, 132 Seiten, Paperback, Format (B × H): 155 mm x 235 mm, Gewicht: 2409 g
Reihe: SpringerBriefs in Business
Online Consumer Behavior
Buch, Englisch, 132 Seiten, Paperback, Format (B × H): 155 mm x 235 mm, Gewicht: 2409 g
Reihe: SpringerBriefs in Business
ISBN: 978-3-319-31285-9
Verlag: Springer International Publishing
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.
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Research
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Fachgebiete
Weitere Infos & Material
Chapter 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.