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Table Of Contents

Acknowledgements
Abbreviations
List of original papers
Contents
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
References
Appendix
Original papers
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isbn9789514288159

isbn9789514288159

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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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06/07/2011

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