Mobile marketing : fundamentals and strategy / Kaan Varnali, Aysegul Toker, Cengiz Yilmaz

Includes bibliographical references and index

Contents Foreword Acknowledgments 1.Defining Mobile Marketing The Mobile Revolution What Is Mobile Marketing? Use of Mobile Technologies within the Customer-Company Interface Short Message Service (SMS) Enhanced Messaging Service (EMS) Multimedia Messaging Service (MMS) The Mobile Internet Interactive Voice Response (IVR) Ringback Tone (RBT) Mobile Games Mobile Payments Location-Based Services Mobile TV Mobile Tagging Embedded Mobile Devices Other Marketing-Related Uses of Mobile Technologies Mobile Social Networking 2.Unique Value Propositions The Difference of the Mobile Medium Theories That Mobile Consumer Research Dwells On Codes of Conduct Consumer Privacy Permission Handling of Adult Content Marketing to Children Players in the Mobile Value Chain Revenue and Business Models 3.A Consumer-Centric Model for Mobile Marketing Overview of the M-Marketing Process Personalization/Targeting Process Individual-Based Data Social Networks-Based Data Facilitators The Consumers' Black Box Consumer Attention Consumer Response 4.The Future of Mobile Marketing Future Prospects Concluding Remarks Appendix: The Turkish GSM Market Additional Cases References Other Related Scholarly Sources Related Web Sites Glossary Index