The book "Mobile Marketing Channel" offers a comprehensive analysis of the epistemological paradigms of SMS as an alternative marketing channel. It examines the integration of SMS into existing traditional channels and promotes a multichannel strategy based on consumer behavior as well as information and communication technology. In light of the rapid growth in mobile device usage, 21st-century marketing managers recognize the potential of SMS as an effective medium for nurturing customer relationships. The book highlights the challenges and limitations of SMS-based direct marketing and provides valuable insights into consumer perceptions and attitudes toward this channel. It is an important resource for professionals looking to engage with the dynamic changes in the marketing landscape.