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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


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


Introduction

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/9780262036276.003.0001
Subject:
Business and Management, Marketing

This introductory chapter begins with an explanation of the motivation behind the present volume. The author goes back to sometime in late 2009 or early 2010, when he first heard the phrase “we live ... More


Mobile Phones: A Truly Transformative Technology

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/9780262036276.003.0002
Subject:
Business and Management, Marketing

This chapter discusses the rapid proliferation of mobile devices. Consumer adoption of 3G and 4G technologies has outpaced all other technologies, with the Earth becoming home to 3 billion ... 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


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


Epilogue

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/9780262036276.003.0016
Subject:
Business and Management, Marketing

This epilogue presents a few closing thoughts about the impact of mobile technology on society at large. It argues that the future of mobile advertising depends on a bargain that consumers and firms ... 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


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


Context: What’s Going On?

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/9780262036276.003.0005
Subject:
Business and Management, Marketing

This chapter discusses the need for businesses to leverage mobile technologies in order incentivize customers to walk into their store at any given point in time. They can also influence who they ... More


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