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Table Of Contents

List of original papers
1 Introduction
1.1 The background of the study
1.2 Scope and objectives of the study
1.3 Research approach and methodology
1.4 Outline of the study
2 Theoretical foundation
2.1 Integrated Marketing Communications (IMC)
2.1.1 Definition of IMC
2.1.2 The concept of synergy
2.1.3 Why use IMC?
2.2 Mobile commerce (m-commerce)
2.2.1 Defining m-commerce
2.2.2 M-commerce technology
2.2.3 A short overview of mobile marketing communications
2.3 Interactivity
2.3.1 Divergent conceptualizations of interactivity
2.3.2 Characteristics of interactivity
2.3.3 Interactive marketing and advertising
2.4 Summary of theoretical discussion
3 Methodology
3.1 Research approach
3.3 Data collection
3.3.1 Action research project I
3.3.2 Action research project II
3.3.3 Interviews
3.3.4 Online survey
4 Overview of the papers
4.1 A Review of Mobile Marketing Research (Paper #1)
5 Discussion
5.1 Review of the results
5.2 Reliability and validity of the study
5.3 Theoretical contributions
5.4 Managerial contributions
5.5 Limitations of the study and future directions
Original papers
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Published by Pradyut Das

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Published by: Pradyut Das on May 06, 2011
Copyright:Attribution Non-commercial


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