Summary of Mobile Marketing

Fundamentals and Strategy

McGraw-Hill, more...

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Mobile Marketing book summary
The best way to reach your customers is through their mobile phones.


6 Overall

8 Applicability

5 Innovation

6 Style


Today’s mobile phones are computers that enable consumers to send text messages, access the Internet, shop online, participate in social networks, and much more. This well-written manual provides an excellent introduction to mobile marketing and instructs organizations on how to connect instantly with customers in a personal, meaningful way. Although such marketing is relatively new in the United States, many European companies rely on mobile technology to interact directly with customers, improve brand recognition and increase sales. Turkish professors Kaan Varnalı, Ayşegül Toker, and Cengiz Yılmaz explain mobile phones’ marketing capabilities clearly and simply. getAbstract recommends this timely guide to marketing managers, who should read it now before the next leap in technology renders it obsolete.

In this summary, you will learn

  • What advantages mobile marketing offers over other forms of advertising and
  • How to maximize your marketing on mobile devices.


The Mobile Marketing Revolution
Mobile marketing revolutionizes business. Advertisers can use mobile phones for text message marketing, multimedia services and online communication.

Mobile devices offer three forms of text messaging: short message service (SMS), enhanced...
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About the Authors

Ayşegül Toker is the chair of the Department of Management at Turkey’s Boğaziçi University, where Cengiz Yılmaz is a marketing professor. Kaan Varnalı is an assistant professor of marketing at Istanbul Bilgi University.

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