tailieunhanh - MOBILE MARKETING INDUSTRY GLOSSARY

I would like to express my gratitude to my senior supervisor Dr. Ke Wang for his continuous guidance, patience, and support. He has shown me on many occasions the importance of bridging research and real world applications, for which I am grateful. In addition, I want to thank my supervisor Dr. Jian Pei for his insightful commentary and valuable input. I am thankful to Daymond Ling, Jason Zhang, and Hua Shi who represent CIBC. Their expertise in direct marketing has helped this research tremendously. It was rewarding and intriguing to have the opportunity to learn the science behind. | GLOSSARY mmer mobile marketing Mobile Marketing Industry Glossary association Glossary Imrrụa mobile marketing association Introduction By necessity the thriving mobile marketing industry has yielded a multitude of new terms and acronyms to describe the various nuances unique to its business space. However much of this language is not widely understood and depending on the source holds various meanings and interpretations. To address the issue of lexis standardization within both the industry and academia the Mobile Marketing Association MMA has created the Mobile Marketing Glossary. As this Glossary is intended to be a living document the MMA will work diligently to keep it maintained and updated. Periodic revisions will include the addition of new terms as they are identified. By design educational tools research and guidelines issued by the MMA will no longer contain a glossary of terms and instead will refer to the master glossary. The MMA welcomes input for the Glossary from members of the industry and the academic community. Please email suggestions comments and new terms with proposed definitions and related sources to glossary@. T h e most u p- to-date MMA M o bile Marke ting Glossar y m ay be found at http Mobile Marketing Association I Version 2008. 12 Page 1 of 53 2008 Mobile Marketing Association 1670 Broadway Suite 850 Denver CO .