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Thumbnail image for product with reference number BEP6021
Epilogue: Back to the Future
Book chapter
-
Reference no. BEP6021
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 17 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
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Abstract

This chapter is excerpted from ‘M-Powering Marketing in a Mobile World'. The mobile, device-led integration of online and offline worlds has introduced many uncertainties and opportunities. These have driven businesses, researchers, and policymakers to learn more about this rapidly changing domain. To help businesses compete, survive, and thrive in this transforming environment, it is essential to structure their understanding of the field and provide conceptual frameworks as decision aids. In M-Powering Marketing in a Mobile World, we present a concise guide for executives in general, digital marketers, and for interested researchers and policymakers. We identify key emerging trends, develop frameworks based on critical variables, and draw lessons for marketers. The book illustrates the processes by which mobile devices have transformed economies worldwide, the evolving face of Internet usage, strategies adopted by corporations, their applications in retail, emerging data and metric generation processes, as well as policy issues. It explains how mobile devices have become the market's steppingstone toward an IoT-infused environment, a gateway for artificial intelligence-driven marketing processes and the entry portal for a potentially hyperautomated future of consumption.
Thumbnail image for product with reference number BEP6016
Chapter 1: The Global Mobile Multiplier Effect
Book chapter
-
Reference no. BEP6016
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 29 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details
Thumbnail image for product with reference number BEP6017
Chapter 2: Mobile Strategy
Book chapter
-
Reference no. BEP6017
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 55 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details
Thumbnail image for product with reference number BEP6018
Chapter 3: Mobile in Retailing
Book chapter
-
Reference no. BEP6018
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 30 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details
Thumbnail image for product with reference number BEP6019
Chapter 4: Transforming Marketing with Mobile Data
Book chapter
-
Reference no. BEP6019
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 31 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details
Thumbnail image for product with reference number BEP6020
Chapter 5: Mobile and Policy Issues
Book chapter
-
Reference no. BEP6020
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 30 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details
Thumbnail image for product with reference number BEP6022
M-Powering Marketing in a Mobile World: Bibliography
Book chapter
-
Reference no. BEP6022
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 22 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details

About

Abstract

This chapter is excerpted from ‘M-Powering Marketing in a Mobile World'. The mobile, device-led integration of online and offline worlds has introduced many uncertainties and opportunities. These have driven businesses, researchers, and policymakers to learn more about this rapidly changing domain. To help businesses compete, survive, and thrive in this transforming environment, it is essential to structure their understanding of the field and provide conceptual frameworks as decision aids. In M-Powering Marketing in a Mobile World, we present a concise guide for executives in general, digital marketers, and for interested researchers and policymakers. We identify key emerging trends, develop frameworks based on critical variables, and draw lessons for marketers. The book illustrates the processes by which mobile devices have transformed economies worldwide, the evolving face of Internet usage, strategies adopted by corporations, their applications in retail, emerging data and metric generation processes, as well as policy issues. It explains how mobile devices have become the market's steppingstone toward an IoT-infused environment, a gateway for artificial intelligence-driven marketing processes and the entry portal for a potentially hyperautomated future of consumption.

Related

Thumbnail image for product with reference number BEP6016
Chapter 1: The Global Mobile Multiplier Effect
Book chapter
-
Reference no. BEP6016
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 29 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details
Thumbnail image for product with reference number BEP6017
Chapter 2: Mobile Strategy
Book chapter
-
Reference no. BEP6017
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 55 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details
Thumbnail image for product with reference number BEP6018
Chapter 3: Mobile in Retailing
Book chapter
-
Reference no. BEP6018
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 30 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details
Thumbnail image for product with reference number BEP6019
Chapter 4: Transforming Marketing with Mobile Data
Book chapter
-
Reference no. BEP6019
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 31 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details
Thumbnail image for product with reference number BEP6020
Chapter 5: Mobile and Policy Issues
Book chapter
-
Reference no. BEP6020
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 30 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details
Thumbnail image for product with reference number BEP6022
M-Powering Marketing in a Mobile World: Bibliography
Book chapter
-
Reference no. BEP6022
Authors: Syagnik Banerjee (University of Michigan, Flint); Ruby Roy Dholakia (University of Rhode Island); Nik Dholakia (ESCP Business School Paris)
Chapter from: "M-Powering Marketing in a Mobile World"
Published by: Business Expert Press
Originally published in: 2018
Length: 22 pages
Topics: Big data; Geoconquesting; Geofencing; Geolocation; IoT; Location intelligence; Mobile advertising; Mobile commerce; Mobile web; Mobile economy
View full details