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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


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


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


Social Dynamics: You Are Who You’re With

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/9780262036276.003.0011
Subject:
Business and Management, Marketing

This chapter examines one of nine critical forces behind purchase decisions that make mobile advertising so powerful: social dynamics. Recent studies have shown that the social company we keep ... More


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