The current economic climate means that marketers must find lower cost channels with a better rate of return. Mobile Marketing demonstrates what mobile marketing is, shows you how it fits into the marketing mix and how to use it successfully. It explores how this exciting channel is being used in different ways by marketers throughout the world, and shows the lessons that have been learnt from these experiences. With case studies from brands such as Coca-Cola and American Express, you will learn everything you need to know to use the mobile marketing channel in order to acquire, engage and retain customers and crucially, how to use it build your brand. It covers all the essential aspects, including mobile internet, mobile applications, mobile services, advertising, how to build a mobile marketing strategy and privacy and permission. Also including online mobile demos to try out the technologies described and a connected , this essential title is a must-read for professionals who want to integrate it into their marketing mix.