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The Resource Mobile Marketing Channel : Online Consumer Behavior

Mobile Marketing Channel : Online Consumer Behavior

Label
Mobile Marketing Channel : Online Consumer Behavior
Title
Mobile Marketing Channel
Title remainder
Online Consumer Behavior
Creator
Contributor
Subject
Language
eng
Member of
Cataloging source
MiAaPQ
Literary form
non fiction
Nature of contents
dictionaries
Series statement
SpringerBriefs in Business Ser
Mobile Marketing Channel : Online Consumer Behavior
Label
Mobile Marketing Channel : Online Consumer Behavior
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=4513932
Publication
Copyright
Related Contributor
Related Location
Related Agents
Related Authorities
Related Subjects
Related Items
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Dedication -- Foreword -- Foreword -- Preface -- Abbreviations -- Contents -- Author Bios -- Chapter 1: Online Consumer Behavior and Marketing -- 1.1 Introduction -- 1.2 Consumer Behavior -- 1.2.1 Traditional View -- 1.2.2 New Parameter in Consumer Behavior -- 1.2.3 Technological Influences on Consumer Behavior -- 1.2.4 Four Influences on Consumer Behavior -- 1.3 Online Consumer Behavior -- 1.3.1 Distinct Behavior for Online -- 1.3.2 New Definition and Prioritized Properties -- 1.3.3 Key Issues for Online Consumer Behavior -- 1.4 Consumer Preference and Marketing Strategy -- 1.4.1 Theoretical Aspects and Consumer Preference -- 1.4.2 Functionality of Channel -- 1.4.3 Theoretical Aspects -- 1.4.4 Subjective Paradigms of Consumer Preferences for Online -- 1.4.5 Paradigms of Online Channel Strategy -- 1.5 Service Output Demand and Service Output Supplied -- 1.5.1 Issues for Online SOD -- 1.5.2 Issues for Online SOS -- 1.5.3 Constraint for Zero-Based Channel -- Chapter 2: Mobile Marketing Channel -- 2.1 Introduction -- 2.2 Marketing Channels -- 2.2.1 Traditional Concepts and Their Ramifications -- 2.2.2 New Paradigm of Marketing Channel -- 2.3 Channel Structure and Online Channel Media -- 2.3.1 Channel Structure -- 2.3.2 Different Online Channel Media -- 2.3.3 Online Media as Marketing Channels -- 2.4 Proximity of Online Channel Strategy -- 2.5 Consumer Preference Aligned with Online Channel Members -- 2.5.1 Consumer Behavior, Mobile Channel, and Managerial Consideration -- Chapter 3: Scope of Short Messaging Service as a Marketing Channel -- 3.1 Introduction -- 3.2 Proliferation of SMS as a Communication Tool -- 3.2.1 Short Messaging Service -- 3.2.2 Proliferation of SMS as a General Mobile Phone-Based Application -- 3.3 Mobile Phone SMS Channel and Consumer Interaction -- 3.3.1 Properties and Usage of SMS
  • 3.3.2 Online Consumer Behavioral Urges and Functions of SMS -- 3.4 Distinct Competencies of the SMS Channel -- 3.4.1 Relative Comparison of Online media with Mobile Phone SMS -- 3.4.2 Unique Scope of SMS as a Marketing Channel -- 3.5 Analysis of Mobile Phone-Based Advertisement -- 3.5.1 Properties of Mobile Commercials Through SMS: Content and Context -- Chapter 4: Effective Mobile Channel -- 4.1 Introduction -- 4.1.1 SMS and Service Output -- 4.1.1.1 General Attitude Toward SMS -- 4.1.1.2 Traditional SOD from Distribution Channel -- 4.1.1.3 SOD from Communication Channel -- 4.1.2 Consumer Behavior for Communication Marketing Through SMS -- 4.1.2.1 How SMS Channel Works for Communication -- 4.1.2.2 Consumer Alignment with Communication/Promotion Through SMS Channel -- 4.1.3 Effective Service as a Communication Channel -- 4.1.3.1 Functional Communication Channel: Concept -- 4.1.3.2 Service of Ideal Communication Channel -- 4.1.3.3 Service of SMS as a Communication Channel -- 4.1.3.4 Communication Channel Strength and Performance of SMS -- 4.1.4 Constraints of SMS as a Communication Channel -- Chapter 5: Design of the Mobile Channel Structure -- 5.1 Introduction -- 5.1.1 Consumer Adoption Behavior for SMS -- 5.1.1.1 Paradoxical Parameters in Adoption Behavior for Communication Channel -- 5.1.1.2 Selection Criteria of SMS Channel -- 5.1.2 Consumer Segmentation Reflecting Service Output and Online Behavioral Urge -- 5.1.2.1 Market Segmentation Criteria for SMS -- 5.1.2.2 Subjective Paradigm of Consumer Segment -- 5.1.3 Consumer Segments: Demographic and Behavioral Characteristics -- 5.1.3.1 Consumer Segment with Differential Effect of SOD -- Chapter 6: Target Marketing and Development of the Communication Channel -- 6.1 Introduction -- 6.1.1 Target Marketing and Value Proposition Tailoring to Consumer Segment -- 6.1.1.1 Targeting Customers
  • 6.1.1.2 Value Proposition for Consumer Segments -- 6.1.2 Target and Value Proposition: Product and Culture Bound -- 6.1.3 Consideration for a Mobile Phone SMS Channel Structure -- 6.1.4 Efficiency of Interaction and Effective Communication -- 6.1.4.1 Efficiency of Interaction -- 6.1.4.2 Effective Communication -- 6.1.5 Scope of Multichannel Structure -- Chapter 7: Conclusion -- References -- Index
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Dimensions
unknown
http://library.link/vocab/discovery_link
{'f': 'http://opac.lib.rpi.edu/record=b4385193'}
Extent
1 online resource (150 pages)
Form of item
online
Isbn
9783319312873
Media category
computer
Media MARC source
rdamedia
Media type code
c
Sound
unknown sound
Specific material designation
remote

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