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

By:

Banerjee, Syagnik []

Contributor(s):

Material type: Text

TextSeries: Digital and social media marketing and advertising collectionPublisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, [(c)2018.]Edition: First editionDescription: 1 online resource (xv, 127 pages)Content type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9781631570049

Subject(s):

Genre/Form:

Additional physical formats: Print version:: No titleLOC classification:

HF5548.34

Online resources:

Click here to access online

Available additional physical forms:

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.

Abstract: 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.

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Holdings
Item type	Current library	Collection	Call number	URL	Status	Date due	Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library ONLINE		HF5548.34 (Browse shelf(Opens below))	Link to resource	Available		BEP11475328
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)	G. Allen Fleece Library	Non-fiction	HF5548.34 (Browse shelf(Opens below))	Link to resource	Available		11475328

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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.

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