[1]The Mobile Marketing Association [1] (MMA) with support from the Canadian Marketing Association [2], has released the latest edition (Vol. 7, No. 2) of the MMA International Journal of Mobile Marketing [3] (IJMM), focused specifically on Canada. This special issue examines the dynamic progress mobile marketing is making in the country, and offers outlooks for areas of significant growth along with proprietary insights and data gleaned through case studies and research.
The award-winning MMA International Journal of Mobile Marketing is published twice annually with special edition issues released several times a year. The next issue is due to be released in the fall. The journal provides a medium for academics, students, and industry professionals from around the world to share their insights and research on how the mobile channel can be used most effectively for marketing. Readers can purchase individual articles ($8.50 each) or the full journal ($75.00) online [3].
The Canada Summer ‘12 edition of the IJMM features 7 articles:
- The Impact of Mobile on CPG CR Strategy: A Kraft Canada Case Study – by Diane Lee, Director of Marketing, The Hype Factory and Katrina Engelman, Account Supervisor, Kraft Foods
- The Changing Landscape of the Canadian Mobile Audience – Darrick Li, Account Manager, comScore Inc. and Bryan Segal, VP Canada, comScore Inc.
- An Approach to Accelerate Mobile Marketing in Canada: The Canadian Marketing Association’s Mobile Marketing Accelerator – by Phil Barrett, Senior Director Digital Marketing, Research in Motion, Limited
- The Near and Far of Proximity Marketing: The Future of Marketing Exists at the Nexus of Digital Signage and Mobility – by Alex Romanov, CEO, iSIGN
- Pushing Boundaries: Creating Outstanding UX For M-Commerce Success – by Melody Adhami, Co-founder, President and CEO, Plastic Mobile
- Retail 2.0: Leveraging Smart Tags Intelligently – by Gary Schwartz, CEO and President, Impact Mobile, Inc.
- Bringing the Power and Reach of Mobile Phones to Charitable Giving- by David Farnes, Executive Director, Mobile Giving Foundation Canada