TY  - BOOK
AU  - Banerjee,Syagnik
AU  - Dholakia,Ruby Roy
AU  - Dholakia,Nikhilesh
TI  - M-powering marketing in a mobile world
T2  - Digital and social media marketing and advertising collection,
SN  - 9781631570049
AV  - HF5548.34 
PY  - 2018///.]
CY  - New York, New York (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Mobile commerce
KW  - Internet marketing
KW  - Big Data
KW  - Geoconquesting
KW  - Geofencing
KW  - Geolocation
KW  - IOT
KW  - Location Intelligence
KW  - Mobile Advertising
KW  - Mobile Commerce
KW  - Mobile Web
KW  - Mobile Economy
KW  - [genre]
KW  - Electronic books
N1  - Includes bibliographical references (pages 113-120) and index; 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; Access restricted to authorized users and institutions; 2; b; Also available in printing
N2  - 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
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000657.html
ER  -