xxvi the authors represents a joint work and cooperative action approach to mobile marketing. The subject area is wide and entails many facets that the book attempts to cover: · · · · · · · · · · · Mobile Marketing Campaign Types Mobile Technologies Supporting Mobile Marketing Managing Interactions among Mobile Devices, Mobile Applications, and Users Location Based Services and Mobile Marketing Conceptualization of Mobile Marketing Theory Building in Mobile Marketing Consumers' and Advertisers' Perception and Attitudes Toward Mobile Marketing Cross-Country Comparison of Consumer Attitudes Success Factors of Mobile Marketing Planning and Management of Mobile Marketing Campaigns Mobile Marketing Case Studies The handbook chapters combine techniques with practice to establish a synergic view of mobile marketing so that it will benefit researchers, marketers, managers in advertising agencies, IT-managers, developers, and students. We hope it is useful to anyone involved in mobile marketing. ORGANIZATION OF THE BOOK