viii, 229 pages : 24 cm

""A crash course in making mobile work. The Impulse Economy is a must read" (Shelly Palmer, NBC Universal host, leading author and blogger on digital media). We live in a world where our mobile devices have become extensions of ourselves. We depend upon them for instant connections to entertainment, social media, news, and shopping deals. What can a business do to maximize the mobile buying power of the new impulse consumer? Gary Schwartz, a pioneer in mobile technology and marketing who has spent his career working with businesses to answer these questions, has written a groundbreaking book that outlines the history of the mobile industry and shows just how businesses can build up their mobile platforms to maximize online sales. But The Impulse Economy isn't just a book for businesses--it's also an eye-opening look into the ways our economy is changing every second of every day. Like Blink or The Tipping Point, the author looks at a phenomenon that's changing the way people behave and analyzing its roots and its causes. Anyone interested in the ways our behavior as shoppers is changing--and what we can do to better harness this opportunity--will find this book to be essential reading"--

"From a pioneer in mobile technology and marketing, a guide to navigating and harnessing the mobile economy to drive and increase impulse shopping habits among buyers everywhere"--

Includes bibliographical references and index

Introducing the Homunculus handheld -- Little store on the prairie -- The history of the mobile shopper -- When to pop the commerce question? -- Mobile commerce: no one's home -- Mobile commerce: knock knock -- Cracking bricks and mortar -- Advertising on the commerce channel

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