Publications

Mobile Marketing Research Priorities: Roadmap to Engaging the “Connected Customer”

Mobile Marketing Research Priorities: Roadmap to Engaging the “Connected Customer”

“…the ‘connected customer’ era may change the paradigm for effective marketing strategy.”(Marketing Science Institute 2006) Consumers and business customers are ...
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International Journal of Mobile Marketing (IJMM) Vol. 1 No. 1 Factors Influencing Mobile Advertising: Will Incentives Motivate College Students to Accept Mobile Advertisements

International Journal of Mobile Marketing (IJMM) Vol. 1 No. 1 Factors Influencing Mobile Advertising: Will Incentives Motivate College Students to Accept Mobile Advertisements

Reviewer’s Note: This study employs an online survey to validate mobile advertising acceptance factors and the types of incentives needed ...
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International Journal of Mobile Marketing (IJMM) Vol. 1 No. 1 Editors Letter

International Journal of Mobile Marketing (IJMM) Vol. 1 No. 1 Editors Letter

The writings of academics and practicing managers can take many forms and can serve many purposes. For instance, conceptual pieces ...
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Mobile Ecosystem & Strategic Alliances: Practice, Elements, and Framework

Mobile Ecosystem & Strategic Alliances: Practice, Elements, and Framework

The mobile age is upon us and the use of strategic alliances amongst the players within the mobile ecosystem is ...
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/ Articles, Mobile Marketing
Developing an Understanding of Mobile Commerce: A Review Billed to Phone Payment Methods

Developing an Understanding of Mobile Commerce: A Review Billed to Phone Payment Methods

In the last six to ten years the mobile channel, which is used for marketing, services and content distribution, and ...
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/ Articles, mCommerce
Consumer Acceptance of   Mobile Marketing

Consumer Acceptance of Mobile Marketing

"The attributes inherent to mobile marketing - i.e., personalization, ubiquity [i.e. anytime anywhere access], interactivity, and localization - generate the ...
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/ Articles, Mobile Marketing
Mobile Marketing, Predictions for 2006

Mobile Marketing, Predictions for 2006


Barring any economic, political, environmental, or social catastrophe, 2006 is going to be a banner year for mobile marketing and ...
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/ Articles, Mobile Marketing
How to make money with mobile marketing?

How to make money with mobile marketing?

Since the launch of the first SMS in 1992 and its initial commercial use for marketing purposes on/around 1997 many ...
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/ Articles
Effectiveness of Mobile Channel Additions and A Conceptual Model Detailing the Interaction of Influential Variables

Effectiveness of Mobile Channel Additions and A Conceptual Model Detailing the Interaction of Influential Variables

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” -John Wanamaker (1838 ...
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/ Articles
Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network

Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network

Mobile phone use for services beyond voice is at the tipping point of exponential growth in the United States. Mobile ...
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