1. Mobile Marketing Management -- 2. Reviewing Mobile Marketing Research to Date -- 3. Framework for Mobile Marketing -- 4. Factors Affecting Mobile Advertising -- 5. Advertising Challenges in Ubiquitous Media Environments -- 6. Segmentation Challenges Posed by Transnationals in Mobile Marketing -- 7. Situation Approach as Success Factor of Mobile Marketing -- 8. A Framework for Understanding Mobile Value Offering through Multi-Country Studies -- 9. Supporting Marketing Practices -- 10. Mobile Customer Relationship Management (mCRM) -- 11. Employment and Acceptance of Near Field Communication in Mobile Marketing -- 12. Mobile Customer Acquisition in the Swiss Health Care Industry -- 13. Opportunistic Networks as an Enabling Technology for Mobile Word-of-Mouth Advertising -- 14. Theories behind Mobile Marketing Research -- 15. In Search of Successful Mobile Advertising -- 16. The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising -- 17. Mobile DM Coupon Promotion in Japan -- 18. Mobile Store Environment Dynamics -- 19. Mobile Loyalty Programs -- 20. Analyzing the Forwarding Behavior in Mobile Viral Marketing -- 21. Understanding Consumer Recommendation Behavior -- 22. Integrating Mobile Marketing into the Marketing Communication -- 23. Interactive Customer Retention Management for Mobile Commerce -- 24. Mobile Business and Mobile TV -- 25. Brand Driven Mobile Marketing.