xxv Preface There is little doubt about the profound effect wireless and mobile networks have on everyday life. With the development of wireless and mobile networks, mobile marketing is creating significant benefits and new business opportunities for companies. Thus, mobile marketing ­ a new form of marketing com- munication using mobile communication techniques to promote goods, services and ideas ­ will be the subject of interest for many years to come. Mobile marketing revenues, as indicated by many researchers, make up a large share of m-commerce revenues. The high penetration rate of cell phones has resulted in the increasing use of handheld devices to deliver advertisements of products and services. What is more compelling is that mobile marketing provides for interaction anytime and anywhere, location and situation dependency, targeted addressing of consumers, and inherent measurement of campaign effectiveness. In general, the success of mobile marketing largely depends on whether it supports advertisers in cop- ing with their major challenge today: getting time and attention from consumers. However, constraints in using both mobile networks and devices impose significant negative influences on the operational performance of mobile marketing campaigns. For example, the small screens of the devices allow the user to view only limited pages of information. In addition, these constraints range from issues of mini- mal battery power on wireless devices, limited and error-pronewireless links, limited input and output capacity, the diversity of devices, and the myriad differences in user profiles. TARGETS AND OVERALL OBJECTIVES OF THE HANDBOOK Our understanding of some of the basics as well as the technology, research, and managerial issues surrounding mobile marketing continues to increase but information on these issues remain sparse. Because the mobile market is still nascent, mobile marketing campaigns still have to be developed by "artists" who rely solely on intuition and personal experience. In order for a professional worker to better perform this task, he should be provided with a handbook, which provides current thinking in design- ing, managing, and evaluating mobile marketing campaigns as well as best practices. This Handbook of Research on Mobile Marketing Management aims to be just such a book. It will be most helpful as it will provide the current state-of-the-art developments in this area and includes case studies, challenges and trends. Contributions to this important publication will bring together the expertise of authors from different parts of the world and, as a result, the best in thoughts and practices of this fascinating and innovative marketing instrument. Rather than being the work of one author, the book is a collection of edited chapters written by experts and practitioners in the field of business informatics, information systems reseacrh, marekting, software engineering, economics, sociology, etc. The editors received fourty chapters initially, but after an extensive peer-review process, only twenty- fife chapters were selected for inclusion in this handbook. The diversity in thoughts and experiences of