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MMA Issues Latest Mobile Marketing Journal

Andy Penfold

The Mobile Marketing Association has released the Winter 2010 edition of its International Journal of Mobile Marketing. The issue marks the fifth year of the journal's publication, and covers topics that include consumer decision-making, mobile service adoption optimization, building consumer trust and acceptance, and the prevalence and impact of mobile communications in the workplace.

The IJMM is edited by Michael Hanley, Ball State University associate professor of advertising and director of the Institute for Mobile Media Research. The publication is online-only, and available here.

"As the Winter 2010 edition of IJMM shows, the recession hasn't slowed the mobile channel's global expansion as a powerful tool for advertising, marketing and consumer research," says Hanley. "The new edition of IJMM is a convenient opportunity not only to learn about many of the key trends and opportunities that are emerging around the world, but to develop strategies for capitalizing on them as the economy rebounds."

Michael Becker, North America managing director of the MMA says: "The MMA is proud to publish the latest edition of IJMM, and commends Michael Hanley and the IJMM review board for their efforts in producing the journal and adding to the growing body of mobile marketing knowledge, which helps both academics and industry alike. We encourage industry leaders, academics and students to share their opinions, thought-leadership and research, and we are currently accepting calls-for-papers for future IJMM issues."

The MMA is calling for submissions for the next issue of the journal. The deadline is 15 September. If you are interested in contributing a 4 - 5,000-word article, you are invited to submit a draft or prospectus to the MMA. Full details can be found here.

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