Foreword ................................................... xxiii
Preface ...................................................... xxv
Section 1 Introduction to Mobile Marketing
Chapter 1
Mobile Marketing Management: Marketing Objectives, Types
and Implementation Techniques ................................... 1
Key Pousttchi, University of Augsburg, Germany
Dietmar G. Wiedemann, University of Augsburg, Germany
Chapter 2
Reviewing Mobile Marketing Research to Date: Towards
Ubiquitous Marketing ........................................... 10
Dimitris Drossos, University of the Aegean Athens
University of Economics and Business, Greece
George M. Giaglis, University of the Aegean, Athens University
of Economics and Business, Greece
Chapter 3
Framework for Mobile Marketing: The Locales Framework .......... 37
Dennis Lee, American University in Dubai, UAE
Ralf Muhlberger, The University of Queensland, Australia
Mark Brown, The University of Queensland, Australia
Chapter 4
Factors Affecting Mobile Advertising ........................... 58
Ramin Vatanparast, Nokia Interactive Advertising, USA
Chapter 5
Advertising Challenges in Ubiquitous Media Environments ........ 77
Maria Åkesson, Halmstad University, Sweden
Carina Ihlström Eriksson, Halmstad University, Sweden
Chapter 6
Segmentation Challenges Posed by 'Transnationals' in Mobile
Marketing ...................................................... 94
Ibrahim Sirkeci, European Business School London, Regent's
College, UK
Richard Mannix, European Business School London,
Regent's College, UK
Chapter 7
Situation Approach as Success Factor of Mobile Marketing ...... 115
Jörg Link, University of Kassel, Germany
Franziska Seidl, University of Kassel, Germany
Chapter 8
A Framework for Understanding Mobile Value Offering through
Multi-Country Studies ......................................... 129
Kala Chand Seal, Loyola Marymount University, USA
Section 2 Technological Issues in Mobile Marketing
Chapter 9
Supporting Marketing Practices: Mobile Network Operators'
Value Added Services Changing the Way of Doing Business ....... 158
Süphan Nasir, Istanbul University, Turkey
Chapter 10
Mobile Customer Relationship Management (mCRM): Constraints
and Challenges ................................................ 173
Günter Silberer, University of Mannheim, Germany
Sebastian Schulz, University of Gottingen, Germany
Chapter 11
Employment and Acceptance of Near Field Communication in
Mobile Marketing .............................................. 190
Klaus-Peter Wiedmann, Leibniz Universität Hannover
Germany
Marc-Oliver Reeh, Leibniz Universität Hannover Germany
Henrik Schumacher, Leibniz Universität Hannover Germany
Chapter 12
Mobile Customer Acquisition in the Swiss Health Care
Industry: An Empirical Study .................................. 213
Niklas Nohlen, Institute of Research on Information
Systems (IRIS), Germany
Stefan Smolnik, European Business School (EBS), Germany
Gerold Riempp, International University Schloss
Reichartshausen, Germany
Chapter 13
Opportunistic Networks as an Enabling Technology for Mobile
Word-of-Mouth Advertising ..................................... 236
Andreas Heinemann, Competence Center for Applied
Security Technology, Germany
Tobias Straub, Baden-Württemberg Cooperative State
University, Germany
Section 3 Research Issues in Mobile Marketing
Chapter 14
Theories behind Mobile Marketing Research ..................... 255
Ramin Vatanparast, Nokia Interactive Advertising, USA
Chapter 15
In Search of Successful Mobile Advertising: Consumer and
Business Perspectives ......................................... 279
Stuart J. Barnes, University of East Anglia, UK
Eusebio Scornavacca, Victoria University of Wellington,
New Zealand
Jonathan McKenzie, Run the Red - Mobile Enables, New
Zealand
Amy Carroll, Citigroup, New Zealand
Chapter 16
The Impact of Gender and Age on Consumer Responsiveness to
Permission-Based Mobile Advertising ........................... 303
Heikki Karjaluoto, University of Jyväskylä, Finland
Heikki Lehto, Brandson, Ltd, Finland
Matti Leppäniemi, University of Oulu, Finland
Chapter 17
Mobile DM Coupon Promotion in Japan: A Case Study on
Response Behavior Changes in Services Consumption ............. 323
Fumiyo N. Kondo, The University of Tsukuba, Japan
Yasuhiro Uwadaira, WACCORD Co., Ltd., Japan
Mariko Nakahara, Hitachi Ltd., Japan
Shahriar Akter, East West University, Bangladesh
Chapter 18
Mobile Store Environment Dynamics: An Interdisciplinary
Approach ...................................................... 346
Adam P. Vrechopoulos, Athens University of Economics and
Business, Greece
Emmanouela E. Manganari, Athens University of Economics
and Business, Greece
George J. Siomkos, Athens University of Economics and Business,
Greece
Chapter 19
Mobile Loyalty Programs: Relevance for Relationship
Management and Consumer Acceptance ............................ 362
Andreas Mann, SVI-Stiftungslehrstuhl für Dialogmarketing,
Germany
Jan Prein, University of Kassel, Germany
Chapter 20
Analyzing the Forwarding Behavior in Mobile Viral Marketing:
An Empirical Study ............................................ 381
Dietmar G. Wiedemann, University of Augsburg, Germany
Tobias Haunstetter, University of Augsburg, Germany
Key Pousttchi, University of Augsburg, Germany
Chapter 21
Understanding Consumer Recommendation Behavior ................ 401
Wen-Kuo Chen, Chaoyang University of Technology, Taiwan
Heng-Chiang Huang, National Taiwan University, Taiwan
Seng-Cho T. Chou, National Taiwan University, Taiwan
Section 4 Managerial Issues in Mobile Marketing
Chapter 22
Integrating Mobile Marketing into the Marketing
Communication: Exemplification of Mobile Marketing
Campaigns ..................................................... 417
Süphan Nasir, Istanbul University, Turkey
Chapter 23
Interactive Customer Retention Management for Mobile
Commerce ...................................................... 437
Dirk Möhlenbruch, Martin-Luther-University Halle-
Wittenberg, Germany
Sleffen Dölling, Martin-Luther-University Halle-
Wittenberg, Germany
Falk Ritschel, Martin-Luther-University Halle-Wittenberg,
Germany
Chapter 24
Mobile Business and Mobile TV: Available Technologies,
Future Opportunities and New Marketing Trends ................. 457
Marco Garito, Viale Fulvio Testi Milano, Italy
Chapter 25
Brand Driven Mobile Marketing: 5 Theses for Today and
Tomorrow ...................................................... 468
Christopher Quente, Creative Director, Germany
Compilation of References ..................................... 484
About the Contributors ........................................ 529
Index ......................................................... 539
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