Martin explains how, in this age of the smart phone and now the tablet era, the nature of marketing is changing as well, creating a new system of participatory advertising in which untethered customers and forward-thinking companies must exchange valuable information within the cloud.

From the Publisher:
Review Author: Heidi Senior, Univ. of Portland Lib., ORReview Source: Library JournalReview Content: In the progression of entertainment and information technologies from large to small, some authors call mobile the fourth screen after movies, television, and computers. Martin (director, Ctr. for Media Research, MediaPost) omits movies from the evolution and dubs mobile the third. Mobile technologies continue to proliferate, but there are few books about using them for marketing; books on social media marketing typically allocate a chapter to this topic. Martin fills a niche with this slim, information-packed volume. Readers will learn how to leverage a mobile device 's GPS information to tailor promotional offers to consumers via location-based marketing and how consumers information-seeking behavior changes on mobile technology; how to adjust their advertising to suit the mobile platform and the user 's behavior; how best to provide opt-in text messaging; and more. He takes care to accommodate readers of all awareness levels by including glossaries. Bulleted lists, statistical tables, and paragraph-length examples leaven the content. VERDICT This book will appeal to upper-division entrepreneurship students as well as practitioners.

Tagged: Business, Economics, Finance