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Synopsis Marketing is an emotional battle between the marketers and the customers. While the marketers try to grab customer attention and convert that into profits, the customers try to maximize benefits by seeking greater value through products and services. The contours of the battle may be same, but the armory keeps changing always. Today, SMS is emerging as a new weapon in the arsenal of modern marketing. For marketers, SMS is a cost effective, non-intrusive and contextually relevant communicative tool that is likely to influence the customer ‘at the buying moment’. For customers, it is a convenient, crisp communication tool that helps to express and share varied feelings and vital information. SMS on the one hand, aids the marketer and on the other, empowers the customer, keeping both in a win-win situation. Thus, for modern marketer, the SMS marketing battle poses a real challenge. This compendium, ‘SMS Marketing for Mobile Generation’, give insights about the players and the field. We hope that the articles would help to trigger intriguing thoughts in the readers and the caselets would strengthen their application-oriented ideas. It is hoped that both the experienced marketer and the na?ve can benefit alike by reading this book.