Mobile Marketing Channel: Online Consumer Behavior

The face of marketing has experienced a rapid change over the last 20 years as technological advances have changed the way we view the world. With mobile devices experiencing phenomenal growth, businesses around the globe need to re-evaluate how they connect with their customers. From the convergence of the mobile and social worlds to the emergence of multiscreen marketing, this book attempts to explore the epistemological paradigms of mobile marketing as an alternative marketing channel or in combination with other existing traditional channels. Digital marketing is continually evolving, and mobile marketing plays a key role in that strategy. 

Print ISBN: 9781682505885| $ 150 | 2020 | Hardcover

Contributors: Rink L. Henry