This book explores how enterprises adapt to challenges in their business environments. It focuses on the critical elements within organisations that every executive must address in order to remain competitive. It takes a pluralist approach in trying to broaden our knowledge on organisational...

Chapter 1 Online Consumer Behavior and Marketing Channel -- 2 Mobile Marketing Channel.3 Scope of Short Messaging Service (SMS) as a Marketing Channel -- 4 Effective Mobile Channel -- 5 Design of the Mobile Channel Structure -- 6 Target Marketing and Development of the Communication Channel -- 7...