The convergence of the Internet and mobile telephony in the late 1990s produced a revolutionary
business management tool: mobile marketing. Yet despite an increasing number of research
publications and books focused on general business issues many key concepts have seldom been
explicated thoroughly. This book offers the first comprehensive coverage of mobile marketing
from a theoretical and practical perspective arguing that pragmatic mobile marketing tools
need to be understood in terms of «why» so that theories can be advanced. Questions relating to
a theoretical framework of mobile marketing factors influencing the adoption of mobile
marketing and other applications and cases of mobile marketing are provided alongside
historical background. This is a student-friendly text with up-to-date examples and issues
presented throughout. Bibliographic references as well as a comprehensive glossary are provided
at the end of the book.
