Fundamentals of Mobile Marketing—Theories and Practices

For undergraduate and graduate students, scholars, and professionals, Okazaki (marketing, U. Autonoma de Madrid, Spain) considers mobile marketing from a theoretical and practical perspective. He identifies tools and techniques, their underlying theoretical explanations, historical background, models, definitions, mobile technologies, and examples. He describes Internet connectivity through mobile devices and the 1G to 4G transition; theories and models associated with new technology adoption; whether the scope of cloud computing can be extended to the concept of mobile marketing; a framework based on the relationship between cloud-based marketing, 4Ps, and the consumer decision making process; the benefit of ubiquity from the perspective of time-geography, psychology, and marketing; challenges to multichannel marketing tools and key technologies in coding and wireless data exchange; tools and trends in advertising and promotion; location-based services in terms of the tourism and health industries, as well as the issue of privacy; and mobile payment tools and issues related to virus and malware protection. Annotation c2012 Book News, Inc., Portland, OR (booknews.com)

Shintaro Okazaki received his PhD from the Universidad Autonoma de Madrid (Spain) where he is Associate Professor of Marketing in the College of Economics and Business Administration. His work has appeared in numerous journals and he serves on the editorial boards of the Journal of Advertising (as Associate Editor), International Journal of Advertising, Journal of Public Policy & Marketing (as Associate Editor), Journal of Interactive Advertising, Electronic Markets, and Internet Research, among others. The Mobile Marketing Association named him Best Academic of the Year 2008.