Mobile Marketing Channel: Online Consumer Behavior

by Yogesh K. Dwivedi, Vinod Kumar, Mahmud Akhter Shareef

This 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...

• Format: Paperback
• Language: English
• ISBN: 3319312855
• ISBN13: 9783319312859
• Release Date: June 2016
• Publisher: Springer
• Length: 132 Pages
• Weight: 0.50 lbs.
• Dimensions: 0.3" x 6.1" x 9.2"