Mobile Marketing Management
Introduction
Handbook of Research on Mobile Marketing Management, Book edited by Key Pousttchi and Dietmar G. Wiedemann; Chapter proposal deadline 31 Mar 2008
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Call for Chapter Proposals
Proposal Submission Deadline: March 31, 2008
Handbook of Research on Mobile Marketing Management
Editors:
Key Pousttchi and Dietmar G. Wiedemann
Mobile Commerce Working Group, Chair of Business Informatics and Systems Engineering (WI-SE), University of Augsburg
Introduction: The rapid growth in mobile phone ownership has opened a new marketing channel that enables marketers to come closer to consumers than ever before. Mobile marketing provides for interaction anytime and anywhere, location and situation dependency, targeted addressing of consumers, and inherent measurement of campaign effectiveness. As mobile marketing is still in its infancy, mobile marketing campaigns still have to be developed by "artists" who rely solely on intuition and personal experience. In order for a professional worker to better perform this task, he should be provided with a handbook which provides current thinking in designing, managing, and evaluating mobile marketing campaigns as well as best practices. The Handbook of Research on Mobile Marketing Management aims to be just such a book. It will be most helpful as it will provide researchers, professionals, and students with the current state-of-the-art developments in this area and also includes case studies, challenges and trends. Contributions to this important publication will bring together the best in thoughts and practices of this fascinating and innovative marketing instrument.
Objective and Coverage: The Handbook of Research on Mobile Marketing Management aims at publishing original academic work on all areas of mobile marketing. This wide area entails many facets, including strategic or operational decisions to technical issues that occur in the implementation of mobile marketing activities, and also economic and even legal issues. In addition, psychological and social issues like consumer’s acceptance and attitudes towards mobile marketing will be explored. Finally, the publication will provide an outlook into the future of mobile marketing research as well as future evolution of mobile marketing as an industry.
The book will provide a compendium of terms, definitions and explanations of concepts, processes and acronyms. Additionally, this volume will feature chapters authored by leading experts offering an in-depth description of key terms and concepts related to mobile marketing.
Recommended topics include, but are not limited to, the following:
- Mobile Marketing Value System
- Mobile Marketing Campaign Types
- Mobile Technologies Supporting Mobile Marketing
- Managing Interactions among Mobile Devices, Mobile Applications, and Users
- Location Based Services and Mobile Marketing
- Conceptualization of Mobile Marketing
- Theory Building in Mobile Marketing
- Consumers’ and Advertisers’ Perception and Attitudes Toward Mobile Marketing
- Cross-Country Comparison of Consumer Attitudes and Adoption by Advertisers
- Success Factors of Mobile Marketing
- Planning and Management of Mobile Marketing Campaigns
- Business Models in Mobile Marketing
- Regulatory and Legal Aspects of Mobile Marketing in Different Countries
- Standardization in Mobile Marketing
- Privacy Issues and Trust in Mobile Marketing
- Mobile Marketing Metrics
- Mobile Marketing Case Studies
Invited Submissions: Individuals interested in submitting chapters on the above-suggested topics or other related topics in their area of interest should submit via e-mail a 2-3 page chapter proposal (including your name and affiliation) clearly explaining the mission and concerns of the proposed chapter by March 31, 2008. We strongly encourage other topics that have not been listed in our suggested list, particularly if the topic is related to the research area in which you have expertise. You will be notified about the status of your proposed topics by April 30, 2008. Upon acceptance of your proposal, you will have until June 30, 2008, to prepare your chapter of 8,000-10,000 words and 7-10 related terms and their appropriate definitions. Guidelines for preparing your paper and terms and definitions will be sent to you upon acceptance of your proposal. All submitted chapters will be reviewed on a double-blind review basis. This book is tentatively scheduled for publishing in 2009 by Information Science Reference (formerly Idea Group Reference), , an imprint of IGI Global (formerly Idea Group, Inc.) , publisher of the IGI Publishing (formerly Idea Group Publishing), Information Science Publishing, IRM Press, CyberTech Publishing, and Medical Information Science Reference imprints.
Please forward your chapter proposal to Dietmar Wiedemann at dietmar.wiedemann@wiwi.uni-augsburg.de.