Synopses & Reviews
A Blueprint for Mobile Marketing Best Practices “Drawing on lessons from one of Europe's most successful telecommunications companies, Mobile Marketing expertly explains the rules and lessons of the emerging mobile world. This is must reading for the marketing professional.”
Malcolm Gladwell
“Digital will change advertising more than it did the music business. Mobile digital will be the true hero of this radical change. This book is about the early signs of this revolution. A must-read.”
Serdar Erener, Adman
“Turkcell has proved to be one of the innovators and drivers of mobile marketing throughout EMEA. It therefore comes as no surprise that they should produce such a comprehensive guide to mobile marketing. The book contains both simple overviews of the prevailing technologies found in mobile marketing and more importantly some clear guidance on how to use them.”
Paul Berney, Managing Director Europe, Mobile Marketing Association
“The authors have done a terrific job discussing the compelling case studies and carefully elaborating on the lessons learned. Mobile marketing is a very effective way to engage consumers and brands to create a win-win solution, and this book explains how to achieve it.”
Chetan Sharma, President, Chetan Sharma Consulting, and coauthor of Mobile Advertising
About the Book
Today, integrating a mobile marketing platform into existing communication channels can be the difference between success and failure. Marketing has evolved by leaps in bounds in just the past few years. If you haven't already “gone mobile,” you need to start now. Yesterday was too late.
Written by top researchers at Bog¿aziçi University in conjunction with Turkey's leading mobile operator, Turkcell, Mobile Marketing is a blueprint for creating a mobile platform that connects you with customers in new, unique, and potentially profitable ways.
The book brings you fully up to date on the world of mobile marketing with the latest facts, statistics, and academic research about the mobile medium and mobile consumer behavior. Filled with case studies from Turkcell's impressive portfolio of clients, Mobile Marketing covers:
- The Basics of Mobile Marketing: short message service (SMS), multimedia messaging services (MMS), Internet, interactive voice response (IVR), games, services, and more
- Unique Value Propositions: convenience, personalization, localization, privacy, and more
- Factors Influencing Mobile Consumer Behavior: demographics, cultural values, consumer history, social network data, peer pressure, and more
- Mobile Markets of the Future: health services, distance learning, emergency services, television, commerce, government services, and more
Synopsis
A comprehensive overview of of the hottests trend in marketing
Synopsis
Based on research conducted at Bogazii University in conjunction with major Turkish wireless
About the Author
About the Authors Kaan Varnali is a Ph.D. candidate of marketing at Bogaziçi University, Istanbul. He has a B.S. in Computer Engineering, and an MBA. He is currently conducting consumer experiments to assess drivers of success in mobile marketing within the framework of his Ph.D. dissertation. His current research interests focus on mobile consumer behavior, digital marketing, and the use of social networks in marketing. He has an article about e-commerce published in the Journal of Internet Business, an article about mobile marketing published in the International Journal of Information Management and a forthcoming book chapter about mobile consumer behavior that will be included in the Encyclopedia of E-Business Development and Management in the Digital Economy by IGI-Global. He also has professional experience in the areas of e-ventures consultancy and web-based strategy development.
Aysegula Toker is the chair of the Department of Management, Bogaziçi University, Turkey, where she teaches courses on Management Information Systems, E-business Models, Customer Relationship Management, Database Marketing and Data-mining Applications. She has articles published in the areas of online communities, business excellence, total quality management, decision support systems and production management. Her current research interests include mobile marketing, E-business/E-commerce, customer relationship management, customer-knowledge management, and customer-focused strategies.
Cengiz Yilmaz is a professor of marketing at Bogaziçi University, Istanbul. He obtained his Ph.D. in marketing from Texas Tech University in 1999. His research interests focus on distribution channels and relationship marketing, mobile marketing, emerging technologies and their impacts on marketing applications, and strategic issues concerning intra- and interfirm aspects in marketing systems and their links with business performance. His research has been published in several scholarly journals including Journal of the Academy of Marketing Science, European Journal of Marketing, Journal of Business Research, Industrial Marketing Management, Journal of World Business, International Small Business Journal, and Journal of Business and Industrial Marketing.