Handbook of Research on Mobile Marketing Management

Pousttchi, Key · Wiedemann, Dietmar G.

Nov 2009 · IGI Global

About this ebook

Mobile communication techniques revolutionize marketing in its gain of consumer time and attention for advertiser support. This groundbreaking type of marketing provides the luxury of reaching consumers in a greater variety of times and settings than ever before, a possibility that those in the advertising field crave.

The Handbook of Research on Mobile Marketing Management provides a compelling and relevant collection of innovative mobile marketing thoughts and practices. Through offering more than 25 insightful articles by international experts on leading edge technologies of marketing applications, this reference is a critical resource for advertisers, researchers, and academicians.

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About the author

Key Pousttchi is an assistant professor and heads the wi-mobile Research Group. The focus of his research comprises mobile marketing, mobile financial services, mobile-integrated business processes and the development of mobile markets. The group’s research results are applied in strategy consulting for major market players. Prior to his academic career he has been a regular officer of the German army for 12 years, lastly being responsible for integrated information processing and simulation systems in an R&D department.

Dietmar Georg Wiedemann is a researcher and project leader with the wi-mobile Research Group, University of Augsburg, WI-SE. He is an expert in b2c mobile commerce and has executed many qualitative and quantitative studies in Mobile Marketing and Mobile Payment. Since 2007 he is the project leader for the German part of the European Union project on a Secure Mobile Payment System (SEMOPS). [Editor]