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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

Book part
Publication date: 19 September 2019

Unnati Narang and Venkatesh Shankar

Mobile marketing, the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, platform, or technology, has made…

Abstract

Mobile marketing, the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, platform, or technology, has made rapid strides in the past several years. Mobile marketing has entered its second phase or Mobile Marketing 2.0. The surpassing of desktop by mobile devices in digital media consumption, diffusion of wearable devices among customers, and an overall integration and interconnectedness of devices characterize this phase. Against this backdrop, we present a synthesis of the most recent literature in mobile marketing. We discuss three key advances in mobile marketing research relating to mobile targeting, personalization, and mobile-led cross-channel effects. We outline emerging industry trends in mobile marketing, including mobile app monetization, augmented reality, data and privacy, wearable devices, driverless vehicles, the Internet of Things, and artificial intelligence. Within each extant and emerging area, we delineate the future research opportunities in mobile marketing. Finally, we discuss the impact of mobile marketing on customer, firm, and societal outcomes.

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Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

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The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

Book part
Publication date: 15 November 2018

Bev Orton

Abstract

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Women, Activism and Apartheid South Africa: Using Play Texts to Document the Herstory of South Africa
Type: Book
ISBN: 978-1-78754-526-7

Book part
Publication date: 1 March 2021

Cara Connell, Ruth Marciniak and Lindsey Drylie Carey

By the end of this chapter you should be able to demonstrate an understanding of:Customer engagement (CE) as a multi-dimensional construct comprising of cognitive, affective and…

Abstract

By the end of this chapter you should be able to demonstrate an understanding of:

Customer engagement (CE) as a multi-dimensional construct comprising of cognitive, affective and behavioural dimensions leading to customer loyalty.

The digital evolutions that have led to the current omni-channel business environment prompting the need to understand the customer journey.

The concept of the ‘CE journey’ and its relationship to the customer purchase decision process and brand communication channels.

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New Perspectives on Critical Marketing and Consumer Society
Type: Book
ISBN: 978-1-83909-554-2

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Abstract

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International Financial Reporting Standards Implementation: A Global Experience
Type: Book
ISBN: 978-1-80117-440-4

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Book part (6)
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