A Mobile Marketing Textbook for a Mobile-first World


Michael Hanley
Michael Hanley graduated from Purdue University with a major in visual design. He received a master’s degree in journalism in 1978 from Ball State University. His research focus since 2004 has been mobile marketing and advertising. He is recognized as one of the leading academic mobile marketing researchers in the U.S. Michael is past editor-in-chief of the International Journal of Mobile Marketing that was published by the Mobile Marketing Association. In 2007, he was awarded the MMA’s Award for Overall Excellence. He is the author of two books and several book chapters, journal articles, and research conference presentations on mobile marketing and advertising. He 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.
In his spare time, Michael enjoys baseball and outdoor activities.

Mary Beth McCabe
Mary Beth McCabe graduated from the University of Dayton with a major in communication arts and minor in marketing. She received an MBA in marketing in 1982 from DePaul University. She received her DBA in marketing in 1988 from United States International University. Her research focus is on Hispanic marketing and mobile marketing. After years with Univision TV and KUSI-TV, she founded a marketing consulting practice in 1993, focused on media buying and strategy for the US Hispanic market, with clients such as Gerber Baby Foods, Weyerhaeuser, and Ocean Spray. In 2007, she received a Lifetime Achievement Award for Hispanic Marketing from SDX, formerly the San Diego Ad Club. She is an associate professor of marketing in the School of Business and Management at National University 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. In her spare time, Mary Beth enjoys gardening and swimming.

Paul Berney
Paul is the co-founder of mCordis with more than 13 years of experience in mobile marketing.
Previously, Paul served as chief marketing officer & managing director of the EMEA branch of the Mobile Marketing Association (MMA). He has over 27 years’ experience in a wide variety of sales, marketing, business development, and commercial roles spanning several different industries and market sectors including automotive, printing, internet development and management consultancy.
He is a business leader in The Marketing Society, a fellow of the Institute of Direct & Digital Marketing (IDM) writing regularly for their blog, a member of the Chartered Institute of Marketing and was mentor in the Marketing Academy for three years.
Paul has been a speaker at over 300 events in 40 countries to a combined audience of over 43,000 people. In 2012, he was recognized as the leading speaker on mobile marketing worldwide by C-Squared.
He sits on the editorial board of the IDM Journal and was voted one of the Top 50 influencers in mobile marketing in the UK by The Drum magazine for the last three years.

Michael Becker
Michael Becker is a co-founder & managing partner for mCordis, a mobile marketing strategic advisory and education service provider.  Michael and the team at mCordis  (1) advise brand marketers on how to embrace mobile within their strategies, (2) support AdTech & MarTech vendors in their effort to service brands and retailers and (3) prepare marketing professionals for a digitally led world through their professional qualification in mobile marketing courses.  Michael is a strategic advisor to Assurant Solutions, FunMobility, Shopper Army and Privowny. He is the co-author of Mobile Marketing for Dummies and number of other books and articles. He is on the faculty of marketing for the Association of National Advertisers, Direct Marketing Association, the Path-to-Purchase Institute and National University. Michael previously worked with the Mobile Marketing Association (MMA) as both a board member and managing director and he was the co-founder of iLoop Mobile, a leading messaging solutions provider. Michael was awarded the 2014 Marketing EDGE Edward Mayer Education Leadership Award for his commitment to marketing education.


The authors of Mobile Marketing Essentials and Stukent are committed to the future of marketing. To help educators and students thrive in today’s mobile and connection-driven world, 10 percent sales of this title shall be donated to Marketing EDGE, a non-profit focused on preparing undergraduate students for a career in marketing. This is another way Stukent is striving to fulfill its mission of helping educators help students help the world.



A better way to teach a mobile marketing course. The digital textbook and professor resources are updated 2-3 times a year and are available on all of your devices.

social media screenshots


“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


Chapter 1: Understanding the Mobile Audience

Section 1: Introduction to Mobile Marketing

Section 2: Understanding Mobile Experiences

Section 3: Understanding the Mobile Customer Journey

Section 4: Reviewing the Mobile Marketing Landscape

Chapter 2: Creating Strategy for Growth

Section 1: Auditing Business Mobile Readiness

Section 2: Establishing a Mobile-First Marketing Strategy

Section 3: Optimizing Email for Mobile

Chapter 3: Establishing a Mobile Path

Section 1: Mobile Applications Introduction

Section 2: Mobile is Local

Section 3: Creating a Mobile Web Presence

Section 4: Measuring Mobile Website Performance

Section 5: Advanced Mobile Website Tools

Chapter 4: Engaging Customers for Profitability

Section 1: Starting a Text Messaging Campaign

Section 2: Building a Mobile Phone Number Database

Section 3: Understanding Messaging Measurement

Chapter 5: Marketing Mobile Apps

Section 1: Planning Mobile App Development

Section 2: Integrating Advanced Features Within an App

Section 3: Setting Up and Using a QR Code

Section 4: Using Payments and Proximity Marketing Tools

Section 5: Mobile Application Performance Measurement

Chapter 6: Experiencing Mobile Advertising

Section 1: Introducing Mobile Advertising

Section 2: Mobile Advertising Considerations

Section 3: Mobile Advertising Execution – Driving Traffic and Engagement

Section 4: Ethics in Mobile Marketing

Section 5: Programmatic Mobile Advertising

Section 6: Measuring Mobile Ad Campaigns

Chapter 7: Developing a New Mobile Landscape

Section 1: Guidelines and Regulations for Understanding Mobile Marketing

Section 2: Embracing Leading Resources and Tools

Section 3: Sourcing and Working with Partners

Section 4: Global Understanding of Mobile

Chapter 8: Profiting in the Mobile Marketing Future

Section 1: Preparing for the Global Future of Mobile Marketing

Section 2: Essentials for the Future in Mobile Marketing

Section 3: What Lies Ahead for Mobile Marketing?

Chapter 9: Mobile and Privacy

Section 1: Intersection of Mobile and Privacy

Section 2: Policies, Rules, Regulations

Section 3: Intersection of Marketing Technology and Privacy

Section 4: Privacy and the New Frontier of Digital Engagement

ISBN: 978-0-9967900-4-8