This book attempts to address explore and conceptualize the epistemological paradigms of SMS
as an alternative marketing channel or in combination with other existing traditional channels.
It promotes a multichannel strategy in the light of synthesized marketing distribution
consumer behavior and information and communication technology (ICT)-related behavioral theory
to develop establish and launch a guiding theory and practice for this emerging area. Usage
of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21st
century marketing managers find a great potential for this wireless channel to be the most
effective media for maintaining a consumer relationship that provides the highest quality
service. The emergence of SMS-based direct marketing as a distinct channel or embedded with
other channels is characterized by several issues challenges barriers and limitations. This
book examines and postulates the following interrelated issues related to wireless marketing
(particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS -
perception exposure and attention (ii) Consumer attitudes toward SMS-based marketing
channels (iii) The scope of SMS to meet consumer service output demands from an online channel
(iv) Consumer selection criteria for mobile phone SMS channel structure (v) Mobile channel
structure as an efficient and effective consumer interaction mode and (vi) Consumer
multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of
interactive marketing and seamless service marketing as there is the opportunity to maximize
until now unutilized benefits of this efficient and popular direct marketing channel.
