Mobile Marketing Essentials

Higher Ed Mobile Marketing Textbook

Prepare Your Students for Marketing in a Mobile World

“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.”

Jaime Nacach

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

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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: Developing a New Mobile Landscape

Chapter 8: Profiting in the Mobile Marketing Future

Chapter 9: Mobile and Privacy

About The Authors

Michael Hanley

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.

Michael Hanley

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.

Mary Beth McCabe

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.

Mary Beth McCabe

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.

Paul Berney

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.

Paul Berney

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 Becker

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.

Michael Becker

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.