TY  - BOOK
AU  - Varnali,Kaan
AU  - Toker,Aysegul
AU  - Yilmaz,Cengiz
TI  - Mobile marketing: fundamentals and strategy 
SN  - 9780071743020
AV  - HF5415.1265 .V367 2011
PY  - 2011///]
CY  - New York
PB  - McGraw-Hill
KW  - Telemarketing
N1  - 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
ER  -