000 02325nam a2200325 i 4500
008 100729t20112011nyua b 001 0 eng
010 _a2010032042
020 _a9780071743020
_qalk. paper
020 _a0071743022
_qalk. paper
040 _aDLC
_cDLC
_dYDX
_dUKM
_dBTCTA
_dYDXCP
_dBWX
_dUtOrBLW
049 _aBAUN_MERKEZ
050 0 4 _aHF5415.1265
_b.V367 2011
082 0 0 _222
100 1 _aVarnali, Kaan
245 1 0 _aMobile marketing :
_bfundamentals and strategy /
_cKaan Varnali, Aysegul Toker, Cengiz Yilmaz
264 1 _aNew York :
_bMcGraw-Hill,
_c[2011]
264 4 _c©2011
300 _axii, 163 pages :
_billustrations ;
_c22 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references and index
505 0 0 _tContents
_t Foreword
_t Acknowledgments
_t1.Defining Mobile Marketing
_t The Mobile Revolution
_t What Is Mobile Marketing?
_t Use of Mobile Technologies within the Customer-Company Interface
_t Short Message Service (SMS)
_t Enhanced Messaging Service (EMS)
_t Multimedia Messaging Service (MMS)
_t The Mobile Internet
_t Interactive Voice Response (IVR)
_t Ringback Tone (RBT)
_t Mobile Games
_t Mobile Payments
_t Location-Based Services
_t Mobile TV
_t Mobile Tagging
_t Embedded Mobile Devices
_t Other Marketing-Related Uses of Mobile Technologies
_t Mobile Social Networking
_t2.Unique Value Propositions
_t The Difference of the Mobile Medium
_t Theories That Mobile Consumer Research Dwells On
_t Codes of Conduct
_t Consumer Privacy
_t Permission
_t Handling of Adult Content
_t Marketing to Children
_t Players in the Mobile Value Chain
_t Revenue and Business Models
_t3.A Consumer-Centric Model for Mobile Marketing
_t Overview of the M-Marketing Process
_t Personalization/Targeting Process
_t Individual-Based Data
_t Social Networks-Based Data
_t Facilitators
_t The Consumers' Black Box
_t Consumer Attention
_t Consumer Response
_t4.The Future of Mobile Marketing
_t Future Prospects
_t Concluding Remarks
_t Appendix: The Turkish GSM Market
_t Additional Cases
_t References
_t Other Related Scholarly Sources
_t Related Web Sites
_t Glossary
_t Index
_t
650 0 _aTelemarketing
700 1 _aToker, Aysegul
700 1 _aYilmaz, Cengiz
900 _a30703
900 _bbağış
942 _2lcc
_cKT
999 _c27519
_d27519