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Tech Mix: Solving Wanamaker’s Riddle

Anindya Ghose

in Tap: Unlocking the Mobile Economy

Published in print:
2017
Published Online:
January 2018
ISBN:
9780262036276
eISBN:
9780262340427
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262036276.003.0013
Subject:
Business and Management, Marketing

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: tech mix. Tech mix can be described as a force that enables businesses to pursue ... More


Time: It’s On Your Side

Anindya Ghose

in Tap: Unlocking the Mobile Economy

Published in print:
2017
Published Online:
January 2018
ISBN:
9780262036276
eISBN:
9780262340427
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262036276.003.0007
Subject:
Business and Management, Marketing

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: time. It addresses questions such as: How can advertisers use time to their ... More


Tap: Unlocking the Mobile Economy

Anindya Ghose

Published in print:
2017
Published Online:
January 2018
ISBN:
9780262036276
eISBN:
9780262340427
Item type:
book
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262036276.001.0001
Subject:
Business and Management, Marketing

Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to this book's author, ... More


Location: Why Geography Matters

Anindya Ghose

in Tap: Unlocking the Mobile Economy

Published in print:
2017
Published Online:
January 2018
ISBN:
9780262036276
eISBN:
9780262340427
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262036276.003.0006
Subject:
Business and Management, Marketing

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: location. For many decades, location-based marketing usually meant being able to ... More


Trajectory: Watch Where You’re Walking

Anindya Ghose

in Tap: Unlocking the Mobile Economy

Published in print:
2017
Published Online:
January 2018
ISBN:
9780262036276
eISBN:
9780262340427
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262036276.003.0010
Subject:
Business and Management, Marketing

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: trajectory. An individual's trajectory is the physical, behavioral trace of his ... More


Striking a Balance

Anindya Ghose

in Tap: Unlocking the Mobile Economy

Published in print:
2017
Published Online:
January 2018
ISBN:
9780262036276
eISBN:
9780262340427
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262036276.003.0004
Subject:
Business and Management, Marketing

This chapter discusses the importance of businesses striking the right balance in consumer lives while leveraging technologies. On the surface, it is very easy for businesses to get discouraged by ... More


Saliency: Can You See Me Now?

Anindya Ghose

in Tap: Unlocking the Mobile Economy

Published in print:
2017
Published Online:
January 2018
ISBN:
9780262036276
eISBN:
9780262340427
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262036276.003.0008
Subject:
Business and Management, Marketing

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: saliency. Today's consumers may find advertising annoying, but they fear missing ... More


Weather: Creating the Perfect Storm

Anindya Ghose

in Tap: Unlocking the Mobile Economy

Published in print:
2017
Published Online:
January 2018
ISBN:
9780262036276
eISBN:
9780262340427
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262036276.003.0012
Subject:
Business and Management, Marketing

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: weather. Weather is ubiquitous and omnipresent. Scientific literature tells us ... More


The Growing Intimacy between Us and Our Devices

Anindya Ghose

in Tap: Unlocking the Mobile Economy

Published in print:
2017
Published Online:
January 2018
ISBN:
9780262036276
eISBN:
9780262340427
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262036276.003.0014
Subject:
Business and Management, Marketing

This chapter predicts that several emerging technologies will soon be integrated with the mobile ecosystem and further amplify the power of the nine forces discussed in this book. All these ... More


Crowdedness: Why Scarcity of Space Matters

Anindya Ghose

in Tap: Unlocking the Mobile Economy

Published in print:
2017
Published Online:
January 2018
ISBN:
9780262036276
eISBN:
9780262340427
Item type:
chapter
Publisher:
The MIT Press
DOI:
10.7551/mitpress/9780262036276.003.0009
Subject:
Business and Management, Marketing

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: crowdedness. Not all crowds are created equal. There are many crowds that are ... More


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