“I’m happy to report that I think it’s really informative and great…It’s all really well explained and the story is easy to follow.”
Teach All the Fundamentals of Mobile Marketing in One Textbook
All digital and mobile marketing students need to be familiar with the fundamental principles of mobile marketing. There is a significant lack of marketers with robust skills in mobile marketing in the job market, and students who have these skills will possess a clear advantage over other candidates when starting their careers.
Use Case Studies
Case studies are one of the most effective methods for teaching students the marketing concepts and the decision-making processes involved in running a business. Mobile Marketing Essentials features a case study in every chapter to demonstrate how the marketing concepts apply to real life.
Teach Up-to-date Concepts
The mobile marketing world is fluid and ever changing, which is why Mobile Marketing Essentials is updated regularly to reflect the latest in trends and technology, Students will learn how to leverage mobile audiences, mobile apps, and mobile advertising among other key concepts.
Table of Contents
Chapter 1: Understanding the Mobile Audience
Chapter 2: Creating Strategy for Growth
Chapter 3: Establishing a Mobile Path
Chapter 4: Engaging Customers for Profitability
Chapter 5: Marketing Mobile Apps
Chapter 6: Experiencing Mobile Advertising
Chapter 7: Understanding the Mobile Landscape
Chapter 8: Mobile by Design
Chapter 9: Intersecting Mobile and Privacy
Chapter 10: Profiting in the Mobile Marketing Future
About The Authors
Mary Beth McCabe
McCabe is an associate professor of marketing at National University’s School of Business and Management where she teaches mobile marketing, marketing management, and marketing research. She has authored journal articles and research conference presentations on mobile marketing and social media. She is recognized for creating the first specialization in mobile marketing and social media for the MBA.
Michael Becker
Becker is the founder and managing partner of Identity Praxis, a strategic advisory company focused on helping businesses embrace the emerging personal information economy. He is an adjunct professor at National University, where he teaches the topics of digital, social, mobile, and connected marketing.
Kristen Schiele
Kristen Schiele received her Ph.D. in Marketing from the University of California, Irvine, and serves on the Board of Directors for the Marketing Educators’ Association. She is an Associate Professor of Clinical Marketing in the Marshall School of Business at the University of Southern California. Dr. Schiele received the 2022-2023 Fulbright Scholar Award to teach and conduct research in Lisbon, Portugal. Her primary areas of research include design thinking, digital marketing, and innovations in marketing education, and her work has been published in such journals as Business Horizons, Consumption Markets & Culture, and Journal of Marketing Theory and Practice.
Mary Beth McCabe
McCabe is an associate professor of marketing at National University’s School of Business and Management where she teaches mobile marketing, marketing management, and marketing research. She has authored journal articles and research conference presentations on mobile marketing and social media. She is recognized for creating the first specialization in mobile marketing and social media for the MBA.
Michael Becker
Becker is the founder and managing partner of Identity Praxis, a strategic advisory company focused on helping businesses embrace the emerging personal information economy. He is an adjunct professor at National University, where he teaches the topics of digital, social, mobile, and connected marketing.
Kristen Schiele
Kristen Schiele received her Ph.D. in Marketing from the University of California, Irvine, and serves on the Board of Directors for the Marketing Educators’ Association. She is an Associate Professor of Clinical Marketing in the Marshall School of Business at the University of Southern California. Dr. Schiele received the 2022-2023 Fulbright Scholar Award to teach and conduct research in Lisbon, Portugal. Her primary areas of research include design thinking, digital marketing, and innovations in marketing education, and her work has been published in such journals as Business Horizons, Consumption Markets & Culture, and Journal of Marketing Theory and Practice.
Paul Berney
Berney is the founder of The Connected Marketer and has over 15 years of experience in mobile marketing. He served as chief marketing officer for the Mobile Marketing Association for over 7 years. Berney has over 27 years experience in a wide variety of sales, marketing, business development, and commercial roles spanning several different industries.
Michael Hanley
Hanley is recognized as one of the leading academic mobile marketing researchers in the United States. He is the former editor-in-chief of the International Journal of Mobile Marketing, published by the Mobile Marketing Association. Hanley is an associate professor of advertising in the department of journalism at Ball State University, where he teaches advertising, mobile marketing, branding, media planning and buying, and mass media research.
Paul Berney
Berney is the founder of The Connected Marketer and has over 15 years of experience in mobile marketing. He served as chief marketing officer for the Mobile Marketing Association for over 7 years. Berney has over 27 years experience in a wide variety of sales, marketing, business development, and commercial roles spanning several different industries.
Michael Hanley
Hanley is recognized as one of the leading academic mobile marketing researchers in the United States. He is the former editor-in-chief of the International Journal of Mobile Marketing, published by the Mobile Marketing Association. Hanley is an associate professor of advertising in the department of journalism at Ball State University, where he teaches advertising, mobile marketing, branding, media planning and buying, and mass media research.
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