Mobile Marketing: Fundamentals and Strategy (BUSINESS BOOKS) - Hardcover

Varnali, Kaan; Toker, Aysegul; Yilmaz, Cengiz

Hardcover

ISBN 10: 0071743022 ISBN 13: 9780071743020

Publisher: McGraw Hill, 2011

Synopsis

A Blueprint for Mobile Marketing Best Practices

“Drawing on lessons from one of Europe's most successful telecommunications companies, Mobile Marketing expertly explains the rules and lessons of the emerging mobile world. This is must reading for the marketing professional.”
Malcolm Gladwell

“Digital will change advertising more than it did the music business. Mobile digital will be the true hero of this radical change. This book is about the early signs of this revolution. A must-read.”
Serdar Erener, Adman

“Turkcell has proved to be one of the innovators and drivers of mobile marketing throughout EMEA. It therefore comes as no surprise that they should produce such a comprehensive guide to mobile marketing. The book contains both simple overviews of the prevailing technologies found in mobile marketing and more importantly some clear guidance on how to use them.”
Paul Berney, Managing Director Europe, Mobile Marketing Association

“The authors have done a terrific job discussing the compelling case studies and carefully elaborating on the lessons learned. Mobile marketing is a very effective way to engage consumers and brands to create a win-win solution, and this book explains how to achieve it.”
Chetan Sharma, President, Chetan Sharma Consulting, and coauthor of Mobile Advertising

About the Book

Today, integrating a mobile marketing platform into existing communication channels can be the difference between success and failure. Marketing has evolved by leaps in bounds in just the past few years. If you haven't already “gone mobile,” you need to start now. Yesterday was too late.

Written by top researchers at Bog˘aziçi University in conjunction with Turkey's leading mobile operator, Turkcell, Mobile Marketing is a blueprint for creating a mobile platform that connects you with customers in new, unique, and potentially profitable ways.

The book brings you fully up to date on the world of mobile marketing with the latest facts, statistics, and academic research about the mobile medium and mobile consumer behavior. Filled with case studies from Turkcell's impressive portfolio of clients, Mobile Marketing covers:

• The Basics of Mobile Marketing: short message service (SMS), multimedia messaging services (MMS), Internet, interactive voice response (IVR), games, services, and more
• Unique Value Propositions: convenience, personalization, localization, privacy, and more
• Factors Influencing Mobile Consumer Behavior: demographics, cultural values, consumer history, social network data, peer pressure, and more
• Mobile Markets of the Future: health services, distance learning, emergency services, television, commerce, government services, and more

About this title

About the Author

Kaan Varnali, Ph.D., has been conducting research on mobile marketing for more than 3 years at Boğaziçi University, Turkey. His research has appeared in several scholarly outlets as journal articles and book chapters. He is currently an assistant professor at Istanbul Bilgi University, Turkey, where he teaches courses on new media and consumer behavior.
Aysegul Toker is a professor and the chair of the Department of Management, Boğaziçi University. Her latest publications are in the areas of digital marketing, online communities, mobile applications, and business excellence.
Cengiz Yilmaz is a professor of marketing at Boğaziçi University, whose research has been published in several scholarly journals. The authors live in Istanbul, Turkey.

Edition details

• Publisher: McGraw Hill
• Publication date: 2011
• ISBN 10: 0071743022
• ISBN 13: 9780071743020
• Binding: Hardcover
• Language: English
• Number of pages: 176