Mobile Marketing

With the advent of reform and an open economic policy, the tourism domain has undergone accelerated growth paralleled by an enhancement in people’s standard of living. The diversity in tourism offerings corresponds to the evolving preferences of …

We consider competing mobile marketers that complement geo-targeting with behavior-based pricing and send personalized offers to customers. Firms observe consumers’ locations and can infer their (heterogeneous) responsiveness to discounts from …

The handloom industry, one of the old industries in India, is facing declining growth due to a lack of adoption of new technology, such as augmented reality, in business development. So, this research article presents a study that identifies and …

The proliferation of mobile devices has made mobile shopping extremely popular among the digital natives. Due to the multitasking nature of mobile devices, users are often disturbed by various interruptions, such as incoming calls, SMSs and APP …

With the world’s population growing at alarming rates and arable lands on which to grow crops to feed humanity becoming smaller and smaller, it is time we develop smart agriculture and e-commerce to feed the ever-growing population. The …

In this chapter, we explain different kinds of situation analysis which should be done for digital marketing management along with useful frameworks and principles that should be considered during the analysis. Next, we talk about various …

In this chapter, first, we discuss digital marketing conceptualization including its definitions, pillars, requirements, functions, implications and platforms for developing digital marketing. Then, we explain digital marketing management …

This chapter will explore the functions of different martech tools in commonly used forms of digital marketing, such as digital service marketing, digital B2B marketing, digital relationship marketing, digital guerrilla marketing, innovative and …