Bookcover of The Mobile Consumer
Booktitle:

The Mobile Consumer

Reaching consumers through mobile devices

AV Akademikerverlag (2013-07-18 )

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ISBN-13:

978-3-639-46974-5

ISBN-10:
3639469747
EAN:
9783639469745
Book language:
English
Blurb/Shorttext:
The introduction of mobile devices has revolutionized the way of information seeking, interacting and communicating. A shift to a consumer-centric marketing approach by adapting communication marketing and services to changing consumer behavior and their needs is becoming essential for the success of companies in nowadays market environments. However, great challenges to companies pose the questions about how to reach consumers effectively through mobile devices and which types of mobile communication and services should be offered. This is especially evident in the insurance industry, thus, the study aimed at investigating how appealing mobile communication and services are to consumers and to understand the impact of mobile usage on consumer behavior in the insurance context.
Publishing house:
AV Akademikerverlag
Website:
http://www.akademikerverlag.de/
By (author) :
Wiebke Andresen
Number of pages:
144
Published on:
2013-07-18
Stock:
Available
Category:
Advertisement, marketing
Price:
63.92 S$
Keywords:
Marketing, Postmodernity, Mobile Marketing, Mobile Applications, Mobile Apps, Insurance Marketing, Consumer Behavior, Mobile devices, mobile communication

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