M-Powering Marketing in a Mobile World

: Mobile devices represent the most ubiquitous global technology in the history of humanity. At the end of 2012, there were 6.8 billion phones for 7.1 billion hands. The availability of this handheld electronic interface has enabled the diffusion of real-time information between buyers and sellers, allowing the supply side better synchronicity, and the demand side more information on their choice alternatives. Consumption patterns have transformed with ubiquitously available information, encouraging technology entrepreneurs and scientists to engineer new applications and platforms to feed the needs of this continuously changing marketplace. This sudden inflow of vast amounts of customer information, emergence of Big Data, and availability of novel tools and applications, however, has overwhelmed marketers. This book describes the changes taking place in shopping behaviors and marketing tools, and integrates them into easy to understand theoretical frameworks that can be used by marketers to augment and leverage their marketing functions and resources