The Mobile Marketing Association (MMA) has announced that it has now released the most recent edition of its International Journal of Mobile Marketing (IJMM), an award-winning publication.
This issue discusses important industry issues, such as the unique perspective of mobile marketing from India, as well as whether or not there is a viable mobile marketing channel on its way in Pakistan, and what are the opinions of the American government regarding location based marketing.
Michael Hanley, the director of the Institute for Mobile Media Research and the IJMM editor-in-chief, said that this most recent issue provides “extraordinarily valuable” insight to academics and the companies in the mobile industry, as it covers everything from the exploration of the potential, use, and impact of mobile social media to the South Asian market perspective.
He explained that the publication provides insight that is highly useful in terms of “emerging trends and markets that will inspire academics and allow marketers, agencies and enabling technologies to plan strategies for tackling their business challenges in these areas.”
There are ten articles featured in the IJMM’s Winter 2011 edition. Their topics include:
• SMS marketing and the impact of adoption and permission
• Mobile marketing from the perspective of India
• The potential for a mobile marketing channel in Pakistan
• The findings of a comparative study between the war of mobile handsets and telecommunication industries in South Korea and India.
• Mobile social networks and their relationship with quota promotions
• The adoption of mobile apps among young adults
• The use of social media through mobile broadband
• Mobile payments in the U.S and certain Asian countries
• Location based marketing and the U.S. government’s concerns
• Permission-based mobile marketing