Enhancing Customer Engagement Through Location-Based Marketing

Singh, Amandeep · Mittal, Amit · Unanoglu, Murat

2023年3月 · IGI Global

电子书

300

页

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关于此电子书

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.

作者简介

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.

Murat Unanoğlu has 20 years of work experience covering business life and academia in strategy development, technology adaptation, innovation, and entrepreneurship. He graduated from ITÜ Mechanical Engineering and received an Executive MBA degree from Boğaziçi University and a PhD degree in Management from İstanbul Bilgi University. During his management consultancy career, he run 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 , which operates in the field of art in Turkey, in 2013. He has been teaching entrepreneurship at İstanbul Bilgi University MBA programs for the last five years. He also worked as a part time innovation advisor between 2019-2020 for the InoSuit Program developed by Turkish Exporters Assembly as a University – Industry Cooperation aims to increase the innovation capacity at firm level. He is currently working as an Assistant Professor in the Department of Business Administration in İstanbul Aydın University. [Editor]