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This document defines a measure of consumer ubiquity to help identify the anytime anywhere consumer. In the current technology diffused environment though devices have gone wireless, all consumers have not yet been unplugged from their comfort zones of consumption. As a result, some consumers take advantage of the wireless marketplace, whereas some others still access it from bounded contexts. Those who access markets anytime anywhere also express greater willingness to pay for mobile connectivity and are more inclined to respond to mobile advertising. This book documents the aspects of context which form the sources of mobile e-shopping resistance, demographic target profiles as well as potential outcomes of ubiquitous consumption behavior.

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Dr. Sy Banerjee has been a marketer, academic and researcher with a global focus on transformation of consumer behavior through mobile technologies. A professor of interactive marketing at University of Michigan´s campus in Flint, he´s also an avid movie watcher, artist and exotic cook.

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