Mobile Marketing Association Launches Fifth Edition of International Journal of Mobile Marketing | MMA Global

Mobile Marketing Association Launches Fifth Edition of International Journal of Mobile Marketing

June 19, 2008
Mobile Marketing Association Launches Fifth Edition of International Journal of Mobile Marketing

Journal Completes Extensive Set of MMA Global Resources for Mobile Marketers

Denver, CO; Sao Paulo, Hong Kong and London – June 19, 2008 — The Mobile Marketing Association )MMA) )
), today announced the release of the fifth issue of the MMA International Journal of Mobile Marketing )MMA-IJMM), an educational resource created by the MMA Academic Outreach Committee. Designed to provide information on the mobile channel and its use for marketing, it includes ten articles from academics, industry experts, thought leaders and global contributors. The fifth installment focuses on the development of a better understanding of the who, how and why of mobile marketing.

Featured articles include:
  • A Five Point Measurement Framework for Mobile Advertising
  • Understanding and Implementing Mobile Social Advertising
  • Breaking Free from ‘Dotcom’ Thinking in a Mobile World
  • Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation
  • Mobile Research in Marketing: Design and Implementation Issues 
“The IJMM provides a medium to capture all of the research currently taking place in mobile marketing, not simply one facet, as demonstrated by the breadth of papers included in this issue,” said Michael Hanley, assistant professor of advertising at Ball State University and co-chair of the MMA Academic Outreach Committee. “The Academic Outreach Committee is pleased to be able to present these contributions from so many industry leaders and educators who are committed to leading the growth of mobile marketing.”
The IJMM is just one of the many resources produced by the MMA each year. Other educational tools developed to help drive the creation of a sustainable ecosystem for mobile marketing globally include: 
  • US, APAC & EMEA Mobile Marketing Annual Attitude & Usage market research
  • Code of Conduct for Mobile Marketing
  • Consumer Best Practices )United States)
  • Mobile Advertising Guidelines
  • Mobile Marketing Industry Glossary
  • Mobile Advertising Overview
  • Understanding Mobile Marketing: Technology & Reach
  • Off Portal - An Introduction to the Market Opportunity
  • Mobile Marketing Sweepstakes & Promotions Guide
  • Mobile Search Use Cases
  • Introduction to Mobile Coupons
  • Introduction to Mobile Search
  • Short Code Primer
  • MMA Member Directory
Each of these are all downloadable from the MMA website.
The MMA Academic Outreach Committee is led by Michael J. Becker, iLoop Mobile, Inc. and Michael Hanley, Ball State University. The MMA-IJMM is published twice a year and is only available through subscription via the MMA website. For more information on the journal, to submit articles or to purchase a copy, please visit
About the Mobile Marketing Association )MMA)
The Mobile Marketing Association )MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 600 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and in 2007 it formed the North America )NA), Europe Middle East & Africa )EMEA), Latin American )LATAM) and Asia Pacific )APAC) branches. For more information, please visit
Valerie Christopherson or
Kirsten Woodard
Global Results Comm.
P: +1 949 608 0276
[email protected]
[email protected]
Jen Allen or Louise Amon
Mi liberty Ltd
P: +44 20 7751 4444