Fundamentals of Mobile Marketing

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Exploring the intersection of the Internet and mobile telephony, this book presents a thorough examination of mobile marketing as both a theoretical and practical tool for business management. It emphasizes the importance of understanding the "why" behind mobile marketing strategies to advance theoretical frameworks. The text addresses factors influencing the adoption of mobile marketing and includes various applications and case studies, complemented by a historical context that enriches the reader's comprehension of this evolving field.