Mobile Marketing Essentials
A  Mobile  Marketing  Textbook  for  a  Mobile  World


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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: Developing a New Mobile Landscape

Chapter 8: Profiting in the Mobile Marketing Future

Chapter 9: Mobile and Privacy

“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

KEY LEARNING OBJECTIVES



business writing textbook

Teach all the Fundamentals of Mobile Marketing in one Textbook

There are certain fundamental principles of mobile marketing and all digital and mobile marketing students should become familiar with them. Due to a significant lack of marketers with robust skills in mobile marketing, students who have these skills will have a clear advantage over other candidates when it comes time to pursue their careers in marketing.

Use Case Studies

Learning by case study is one of the most effective methods for students to become familiar with marketing concepts and the decision-making processes involved in running a business. With that in mind, the authors of Mobile Marketing Essentials decided to include a case study in every single chapter that demonstrates the concept discussed in that chapter. 

Teach Up-to-date Concepts

The book combines the fundamentals of mobile marketing with its application in different companies. Students will learn how to leverage mobile audiences, mobile apps, and mobile advertising among other key concepts.

ABOUT THE AUTHORS

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Michael Hanley – Hanley 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. 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.

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 the author of two books and several book chapters, journal articles, and research conference presentations on mobile marketing and advertising.

In his spare time, Michael enjoys baseball and outdoor activities.

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Mary Beth McCabe – McCabe 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.

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 her spare time, Mary Beth enjoys gardening and swimming.

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Paul Berney – Berney is the founder of The Connected Marketer has over 15 years of experience in mobile marketing. He has served as Chief Marketing Officer for the Mobile Marketing Association, where he served 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.

Berney 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 three years in a row.

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Michael Becker – Becker is the Founder and Managing Partner of Identity Praxis, a strategic advisory focused on helping companies embrace the emerging personal information economy. He has served as an adjunct professor at National University for over 5 years where he teaches the topics of Digital, Social, Mobile, and Connected Marketing.

Becker 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.

Becker was awarded the 2014 Marketing EDGE Edward Mayer Education Leadership Award for his commitment to marketing education.

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