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
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
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.
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.
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.
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.
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