The Mobile Marketing Association (MMA) has announced the publication of the fifth edition of its award-winning MMA International Journal of Mobile Marketing (IJMM). The December 2008 issue of the IJMM touches on a number of important mobile marketing themes, including engaging consumers through the mobile phone; exploring consumer perceptions, attitudes and behaviour; mobile search and advertising; technology and services; and network provider business strategy.
Specific articles include:
- Mobile Advertising: Does Location-Based Advertising Work?
- Mobile Social Networking: The Brand at Play in the Circle of Friends with Mobile Communities Representing a Strong Opportunity for Brands
- University Students Attitudes Toward Mobile Political Communication
- Making Search Work for the Mobile Ecosystem: Implications for Operators, Portals, Advertisers and Brands
- Mobile Phone Users Behaviours: The Motivation Factors of the Mobile Phone
- Sold on Mobile Advertising: Effective Wireless Carrier Mobile Advertising and How To Make it Even More So
Published by the MMAs Academic Outreach Committee twice annually, in June and December, 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 effectively used for marketing. The AOC is comprised of volunteers from various MMA member companies and universities and is led by Michael J. Becker from iLoop Mobile and Michael Hanley from Ball State University.
The IJMM is available by subscription. You can download the order form here. 
