By: Michael, Alex.
Contributor(s): Salter, Ben.Material type: TextSeries: eBooks on Demand.Publisher: Hoboken : Taylor and Francis, 2006Description: 1 online resource (248 p.).ISBN: 9780080459653.Subject(s): Internet marketingGenre/Form: Electronic books.Additional physical formats: Print version:: Mobile MarketingDDC classification: 658.872 LOC classification: HF5415.1265 .M53 2006ebOnline resources: Click here to view this ebook.
|Item type||Current location||Call number||URL||Status||Date due||Barcode|
|Electronic Book||UT Tyler Online Online||HF5415.1265 .M53 2006eb (Browse shelf)||http://uttyler.eblib.com/patron/FullRecord.aspx?p=270211||Available||EBL270211|
Cover; Mobile Marketing: Achieving Competitive Advantage through Wireless Technology; Copyright; Contents; Preface; Acknowledgements; Chapter 1 The wireless revolution; The Japanese model; Location, location, location; Recent research; Chapter 2 Understanding the wireless world; The main players in the wireless world; Wireless technologies; Mobile generations; Chapter 3 Marketing for a wireless world; Revenue-generating services; State of the world market; What do we do with our mobile phones?; A market driven by value-added services; A market open to first-time SMS promotions
Increasing marketing efficiencyPlan ahead before you start; Best practice for SMS marketing; Market research and insights; From wireless vision to market leadership; Chapter 4 Improving brand awareness; Making connections; Tactics for successful wireless implementation; Planning; Business strategy; Chapter 5 Wireless advertising models; The mobile operator challenge; Advantages of wireless advertising; Dangers to the wireless advertising industry; Mobile content; Location-based mobile retailing and marketing models; Micropayments and TV voting; Re-educating the US market; Wireless models
International marketingCurrent levels of spam in the industry; Premium rate activity; ICSTIS Guideline No. 20, Premium Rate SMS (Version 4: March 2005); Chapter 9 Measuring results; Wapper and targeted advertising; Advertising measurement terminology; Current advertising on the wireless Internet; Pricing models; Standards and auditing; The need to know and measure; Wireless advertising measurement; Recommendations; Policy and privacy considerations; Strategic considerations; Chapter 10 Budgeting and planning; Initial set-up; General guidelines for mobile marketing; Marketing to children
Regulated productsSkills and attributes of wireless marketers; Chapter 11 Adult content; Content controls; Content controls around the world; UK adult content controls in depth; Adult bar codes; Conclusion; Chapter 12 Application environments; J2ME; Symbian; Flash Lite; BREW; Chapter 13 WAP and the mobile Internet; The Open Mobile Alliance; The WAP system; WAP design guidelines; PDA navigation; Top tips for WAP; Wireless Mark-up Language; Developer tips; Top WAP sites; The long-term future of WAP; Chapter 14 Case studies; Voltimum; TONI&GUY (1); TONI&GUY (2); T-Mobile; Orange; Netsize; RIM
In the past 10 years mobile phones have gone from being high-end gadgets only the wealthy could afford to an essential accessory, now owned by a large portion of the population of the world. The integration of the Internet, mobility and communications at the device, service and transport level has created a new set of business opportunities. Mobile marketing has become a mainstream marketing tool and marketers must now identify and reach their mobile audience. This book is designed to teach marketeers how to tap into this potential. <BR id=""CRLF
Description based upon print version of record.