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Mobile marketing : achieving competitive advantage through wireless technology

Langue : Anglais

Auteurs :

Global business-to-consumer mobile and wireless revenues are predicted to reach £120 billion by the end of 2004, and mobile marketing has now become a mainstream marketing tool. To achieve such tremendous gains, marketers must identify and reach their mobile audience. This book is designed to teach marketers how to tap into this potential. Mobile Marketing is as different from traditional marketing as Internet marketing was, and this book will outline methods and techniques for: defining and implementing a wireless marketing strategy. Making sense of what can be a technically and commercially confusing industry. Providing a wealth of carefully chosen international cases and examples to demonstrate techniques in the real world Written by experienced practitioners with experience of advising major international companies on both strategy and individual campaigns in the mobile sector, and supported by a website to update users on developments in the filed it will be an essential guide and reference for professional marketers and marketing students.
Introduction. Chapter 1 - The wireless Revolution. Chapter 2 - Understanding the Wireless World. Chapter 3 - Marketing Strategies. Chapter 4 - Building the wireless Brand. Chapter 5 - Wireless Advertising. Chapter 6 - Delivering content to wireless devices. Chapter 7 - M-Commerce. Chapter 8 - Mobile customer services. Chapter 9 - Measuring results. Chapter 10 - Budgeting for a wireless strategy. Chapter 11 - SMS (commentary plus case studies). Chapter 12 - MMS (commentary plus case studies). Chapter 13 - Application environments (commentary plus case studies). Chapter 14 - Mobile Internet (commentary plus case studies). Chapter 15 - Mobile Operators around the world. Chapter 16 - Glossary of mobile marketing terms.
Mobile marketing has become a mainstream marketing tool and marketersmust now identify and reach their mobile audience. This book is designed toteach marketers how to tap into this potential.

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Ouvrage de 256 p.

Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).

Prix indicatif 33,85 €

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