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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

Kaan Varnali, Ph.D., has been conducting research on mobile marketing for more than 3 years at Bogaziçi University, Turkey. His research has appeared in several scholarly outlets as journal articles and book chapters. He is currently an assistant professor at Istanbul Bilgi University, Turkey, where he teaches courses on new media and consumer behavior.

Aysegul Toker is a professor and the chair of the Department of Management, Bogaziçi University. Her latest publications are in the areas of digital marketing, online communities, mobile applications, and business excellence.

Cengiz Yilmaz is a professor of marketing at Bogaziçi University, whose research has been published in several scholarly journals. The authors live in Istanbul, Turkey.

Table of Contents

Acknowledgments;

Preface;

Chapter 1. Defining Mobile Marketing;

Chapter 2. Unique Value Propositions;

Chapter 3. A Consumer Centric Model for Successful Mobile Marketing;

Chapter 4. Future of Mobile Marketing; Appendices; Turkish GSM Market; Additional Cases; References; Other Related Scholarly Sources; Related Organizations and their Websites; Glossary; Index

176 pages, Hardcover