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https://www.um.edu.mt/library/oar/handle/123456789/72319| Title: | Mobile marketing channel (online consumer behavior) a book review |
| Authors: | Ferreira, Manuel Alberto M. |
| Keywords: | Books -- Reviews Management information systems Marketing Application software |
| Issue Date: | 2017 |
| Publisher: | ISMASYSTEMS Scientific Research |
| Citation: | Ferreira, M. A. M. (2017). Mobile marketing channel (online consumer behavior) a book review. International Journal of Finance, Insurance and Risk Management, 7(1), 1305-1306. |
| Abstract: | The objective of this work is the book “Mobile Marketing Channel (Online Consumer Behavior)”, 978-3- 319-31285-9 (Print) 978-3-319-31287-3 (Online), from Springer Series “SpringerBriefs in Business”, review. Shareef, Mahmud Akhter, Dwivedi, Yogesh K., Kumar, Vinod authors of this book, assume in the presentation three main achievements: 1. Explores the SMS-based mobile channel as a radical tool of interactive marketing, 2. Promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)- related behavioral theory, 3. Examines consumer behavior for mobile phone SMS perception, exposure and attention in addition to consumer attitudes towards SMS-based channels. |
| URI: | https://www.um.edu.mt/library/oar/handle/123456789/72319 |
| Appears in Collections: | Volume 7, Issue 1, 2017 |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Mobile_marketing_channel.pdf | 68.54 kB | Adobe PDF | View/Open |
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