Marketing Without Wires: Targeting Promotions and Advertising to Mobile Device U

Kim M. Bayne

  • 出版商: Wiley
  • 出版日期: 2002-05-06
  • 售價: $1,050
  • 貴賓價: 9.8$1,029
  • 語言: 英文
  • 頁數: 304
  • 裝訂: Paperback
  • ISBN: 0471129607
  • ISBN-13: 9780471129608
  • 相關分類: 行銷/網路行銷 Marketing
  • 下單後立即進貨 (約5~7天)

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商品描述

Practical advice and guidance for anyone who wants to serve the mobile consumer market
Written by Kim Bayne, formerly the host of the popular public radio program "The Cyber Media Show with Kim Bayne," this book uses cutting-edge case studies of early adopters who are setting the trends for mobile advertising to explain the major differences and similarities between wired and wireless marketing tools and how to leverage them for optimum advantage. Readers learn how to choose and implement the best options and services for their needs, and how to link offline and online programs to create a comprehensive integrated marketing presence. The book also shows how to develop strategies for delivering wireless content that mobile customers want and need, how to create a sure-fire wireless marketing program, and much more.
Companion Web site features helpful resources and articles on new developments in wireless marketing.

Table of Contents

Dedication.

Acknowledgments.

Introduction.

About the Author.

The Wireless Revolution.

Understanding the Wireless World.

Unplugging Marketing Communications Strategies.

Chartering Your Wireless Marketing Team.

Building the Wireless Brand.

Advertising Without Wires.

Delivering Content to Wireless Devices.

Untethering Public Relations and Publicity.

Enabling Mobile Commerce and Sales Functions.

Mobilizing Customer Service.

Measuring Wireless Marketing Results.

Budgeting for a Wireless Future.

Appendix A: Glossary.

Appendix B: Mobile Handheld Devices.

Appendix C: Wireless Carriers, Network Operators and Related Service Providers.

Appendix D: Solution Providers.

Index.

商品描述(中文翻譯)

實用的建議和指導,適用於任何想要服務移動消費者市場的人。本書由Kim Bayne撰寫,他曾是廣受歡迎的公共廣播節目《The Cyber Media Show with Kim Bayne》的主持人。本書使用先驅者的最新案例研究,解釋了有線和無線行銷工具之間的主要差異和相似之處,以及如何充分利用它們的優勢。讀者將學習如何選擇和實施最佳選項和服務,以及如何將離線和在線計劃相互連接,創建全面的整合行銷存在。本書還展示了如何制定提供移動客戶所需的無線內容的策略,如何創建一個可靠的無線行銷計劃等等。附帶網站提供有關無線行銷新發展的有用資源和文章。

目錄:
致謝
前言
作者簡介
無線革命
了解無線世界
解開行銷溝通策略
組建無線行銷團隊
打造無線品牌
無線廣告
將內容傳遞到無線設備
解放公共關係和宣傳
啟用移動商務和銷售功能
移動客戶服務
衡量無線行銷成果
無線未來的預算
附錄A:詞彙表
附錄B:手持式移動設備
附錄C:無線運營商、網絡運營商和相關服務提供商
附錄D:解決方案提供商
索引