{"product_id":"mobile-marketing-channel-online-consumer-behavior-9783319312859","title":"Mobile Marketing Channel: Online Consumer Behavior","description":"\u003cp\u003e • Author(s): Mahmud Akhter Shareef\u003cbr\u003e • Publisher: Springer\u003cbr\u003e • Publisher Imprint: Springer\u003cbr\u003e • BISAC: Business \u0026amp; Productivity Software - Business Intelligence\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21\u003csup\u003est\u003c\/sup\u003e century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated\u003c\/p\u003eissues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS - perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, until now, unutilized benefits of this efficient and popular direct marketing channel.\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Springer","offers":[{"title":"Paperback","offer_id":45280514343063,"sku":"9783319312859","price":4040.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9783319312859.webp?v=1769296536","url":"https:\/\/atlanticbooks.com\/products\/mobile-marketing-channel-online-consumer-behavior-9783319312859","provider":"Atlantic Books","version":"1.0","type":"link"}