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M-Powering Marketing in a Mobile World

$21.99

The mobile, device-led integration of online and offline worlds has introduced many uncertainties and opportunities. These have driven businesses, researchers, and policymakers to learn more about this rapidly changing domain. To help businesses compete, survive, and thrive in this transforming environment, it is essential to structure their understanding of the field and provide conceptual frameworks as decision aids. In M-Powering Marketing in a Mobile World, we present a concise guide for executives in general, digital marketers, and for interested researchers and policymakers.

We identify key emerging trends, develop frameworks based on critical variables, and draw lessons for marketers. The book illustrates the processes by which mobile devices have trans- formed economies worldwide, the evolving face of Internet usage, strategies adopted by corporations, their applications in retail, emerging data and metric generation processes, as well as policy issues. It explains how mobile devices have become the market’s steppingstone toward an IoT-infused environment, a gateway for artificial intelligence-driven marketing processes and the entry portal for a potentially hyperautomated future of consumption.

Categories: Digital Social Media Marketing and Advertising, Marketing SKU: 9781631570032 Tag: 2017 Digital Library
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Description

About the Author(s)

Syagnik Banerjee

Syagnik Banerjee is associate professor of marketing at University of Michigan–Flint. With prior experiences in rural economies in CPG and telecom industries, he engages extensively in research on mob…
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Ruby Roy Dholakia

Ruby Roy Dholakia is professor of marketing at the University of Rhode Island (URI). Engaged extensively in research projects on technologies for the home, her books include Marketing Strategies for …
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Nikhilesh Dholakia

Nikhilesh Dholakia is professor emeritus from the University of Rhode Island (URI). His research deals with the intersections of globalization, technology, innovation, market processes, and cons…
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Additional information

Copyright Year

2018

Pub Date

November 15, 2017

Pages

146

ISBN

9781631570032

Print Price

$21.99

EISBN

9781631570049

EBook Price

$13.99

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