Enhancing Customer Engagement Through Location-Based Marketing

Erscheinungsjahr 2023
ISBN: 978-1-6684-8177-6
Verlag: IGI Global

Buch, Englisch, 310 Seiten, Hardback, Format (B × H): 183 mm x 260 mm, Gewicht: 821 g

Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptics question whether location-based marketing (LBM) will cause consumer burn-out and violate consumer privacy if the data that is gathered through LBM is not used, shared, protected, and stored properly. Companies engaging in LBM should take measures to ensure customer privacy through stringent opt-in policies and security safeguards.

Enhancing Customer Engagement Through Location-Based Marketing presents the main techniques of geo-marketing, introduces the idea of a "geo-marketing mix," and develops the mobile marketing concept based on geolocation techniques. Covering key topics such as data management, augmented location, and mobile targeting, this premier reference source is ideal for business owners, entrepreneurs, managers, marketers, policymakers, researchers, academicians, practitioners, scholars, instructors, and students.

Autoren/Hrsg.

Singh, Amandeep

Mittal, Amit

Unanoglu, Murat

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Über Autor(innen)

Dr. Amandeep Singh holds a Doctorate in Management specializing in Marketing and he is also UGC-NET qualified. He holds more than 16 years of teaching experience. His main area of research is Consumer Sciences and Business Innovations. Currently, he is working as Professor at Chitkara Business School, Chitkara University, Punjab, India. He has published 48 research papers in various journals and conferences which are indexed in Scopus, Web of Science and Google Scholar. He has edited 7 books published by IGI Global, De Gruyter and Wiley. He has also chaired many National and International Conferences. He is on the editorial board of 3 International Journals. He was awarded the Best Teacher in 2008. He is also part of the Board of Studies of various B-Schools and leading universities in Northern India.

Dr. Amit Mittal has over two decades of domestic and international experience in academic leadership, teaching, research, consulting, training and mentorship. His current mandate is to manage the PhD programs offered at Chitkara University. Sixteen scholars have been awarded PhD degrees under his guidance and he has published over 60 Scopus / SSCI indexed papers with a number of these included in the ABDC/ABS journal list. His areas of research and consulting expertise are International Marketing and Emerging Market Studies, Consumer Behavior, Brand Management, Shopping Behavior, and Business Research Methods.

Dr. Murat Unanoglu has 20 years of work experience covering business life and academia in entrepreneurship, strategy development and innovation. He is a graduate of ITÜ Mechanical Engineering and received an Executive MBA degree from Bogaziçi University and a PhD degree in Management from Istanbul Bilgi University. During his management consultancy career, he ran and managed projects covering institutionalization and strategic planning for companies in different sectors. In order to support young artists, he initiated an e-commerce site, www.myfirstartist.com, which operates in the field of art in Turkey, in 2013.