Mobilized Marketing and the Consumer: Technological Developments and Challenges PDF Download
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Author: Yamamoto, Gonca Telli
Publisher: IGI Global
ISBN: 1605669172
Category : Education
Languages : en
Pages : 292
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Book Description
"This book explores technological developments and widespread issues concerning the explosion of mobile devices in the information age"--Provided by publisher.
Author: Yamamoto, Gonca Telli
Publisher: IGI Global
ISBN: 1605669172
Category : Education
Languages : en
Pages : 292
Get Book Here
Book Description
"This book explores technological developments and widespread issues concerning the explosion of mobile devices in the information age"--Provided by publisher.
Author: Karl Moore
Publisher: Taylor & Francis
ISBN: 0415380804
Category : Consumer behavior
Languages : en
Pages : 230
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Book Description
The difficulties of marketing in the 21st Century are real and tangible. Which new strategy? How is success measured? Is this strategy harmonious with the corporate strategy? Customers are more sophisticated, less brand-loyal and more price sensitive. Moore and Pareek offer a way round this international minefield by creating a book that fulfils the need for management in an international context. The basic functions of marketing are explained, the role in corporate decision making examined and the importance of competitive strategies are addressed. The books addresses the following areas: *what is marketing *marketing as part of the firm's corporate strategy *the marketing mix, the 5 ps - product, pricing, promotion, place and people * STP - segmentation, targeting and positioning *Market research *Culture The book is ideal for any student, or practitioner wanting to learn the fundamentals of marketing applied in a global context.
Author: Hugh Burkitt
Publisher: John Wiley & Sons
ISBN: 047006093X
Category : Business & Economics
Languages : en
Pages : 388
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Book Description
Marketing is all about ideas. And Marketing Excellence is about good ideas made great. The companies it features have been selected because they are winners – both literally and commercially. Literally in that they have received Marketing Society Awards for their work in Britain; commercially in that these efforts have resulted in measurable market success. They come from a diverse range of markets; it’s likely that some operate in yours. Written by two marketing thought leaders and featuring insights from a host of industry experts who have judged the Awards in recent years, here is a collection of brands and companies that are doing things right. From ketchup to cosmetics, it offers today’s most revealing, readable and above all relevant lessons in Marketing Excellence.
Author: Shaz Smilansky
Publisher: Kogan Page Publishers
ISBN: 0749456078
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students.
Author: Alex Michael
Publisher: Routledge
ISBN: 1136377840
Category : Business & Economics
Languages : en
Pages : 249
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Book Description
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. Mobile Marketing is as different from traditional marketing as Internet marketing was, and this book outlines 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 it is an essential guide and reference for professional marketeers.
Author: Neil Richardson
Publisher: Kogan Page Publishers
ISBN: 0749460997
Category : Business & Economics
Languages : en
Pages : 184
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Book Description
New technologies such as the internet and mobile communications are changing the face of business communications. With over 2 million enterprises in the UK, incorporating these new approaches has become crucial to avoiding business failure and driving growth. A Quick Start Guide to Mobile Marketing is specifically written for people who wish to improve how their customers perceive them by tapping into the benefits of m-marketing and its links with other forms of digital marketing. It provides a quick and easy understanding of the key concepts and principles applied to social networking, such as the benefits of mobile marketing; the increasing use of mobile technology within social network sites; marketing communications as a research tool; how m-commerce can add value for customers and other micro-environmental stake holders and crucially, the future of digital marketing tools This 'how to' guide, containing real life examples of good contemporary practice, explains how the theories and tools described work in actual business scenarios to improve customer satisfaction, form better professional relationships and increase marketing effectiveness.
Author: Luiz Moutinho
Publisher: World Scientific
ISBN: 9814689629
Category : Business & Economics
Languages : en
Pages : 925
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Book Description
Worldwide Casebook in Marketing Management comprises a large collection of case studies in marketing and business management. It covers a huge array of decision-making areas and many different industries ranging from computers, petrol retailing and electronic gaming to drinks, fashion, airlines and mobile communication. The worldwide cases are all related to many well-known brands and corporations like British Airways, Red Bull, Nintendo, Google, Microsoft, Cacharel, etc.
Author: Susan Sweeney
Publisher: Maximum Press
ISBN: 1931644624
Category : Business & Economics
Languages : en
Pages : 376
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Book Description
Full of practical, proven techniques and step-by-step strategies, this informative resource teaches internet tourism businesses how to attract visitors and convert them into paying customers. With a design that allows each chapter to stand on its own, the book provides easy and immediate implementation for a variety of promotion strategies, including those geared for bed and breakfasts, campgrounds, and theme parks. By learning to utilize industry-specific internet newsgroups and mailing lists, businesses can target their customers, examine advertising techniques of their competitors, and ensure consistent visibility on the Web. Tips on updating, revisiting, and rethinking a business's online presence round out the advice, ensuring that potential and existing clients keep coming back.
Author: Oncioiu, Ionica
Publisher: IGI Global
ISBN: 1466629355
Category : Business & Economics
Languages : en
Pages : 329
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Book Description
Digital technologies maintain an important tool in todays business economy. As the economy continues to change, businesses seek out solutions in order to enhance and develop their organization. Business Innovation, Development, and Advancement in the Digital Economy highlights the competitive advantages on the emerging digital economy. Bringing together the classic economy theory and the developments of new technology, this book provides research on current innovations in the digital economy. It is vital resource for practitioners, researchers as well as graduate and undergraduate students.
Author: Steffen Dubiel
Publisher: diplom.de
ISBN: 383248387X
Category : Computers
Languages : en
Pages : 224
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Book Description
Inhaltsangabe:Abstract: This diploma thesis paper is, after contemplating the current state of ITC / telco's shift towards commoditisation and challenges in facing the upcoming overall mobile / wireless development (beyond 3G, B3G, / 4G) aimed at prosperously resolving a marketing proposition on a quite ingenious Siemens mobile P2P communication solution, named Siemens Anyw@re PocketSERVent, by virtue of the marketers' generic means, the Product-marketing mix dedicated to fundamental questions of product, price, promotion, place (P4). Strategic marketing and ITC business as well as down-to-earth / operational themes will get propelled. The chief emphasis is put on surging virtualisation related to product / svce / property and, as usually less exposed, the shift towards intangible values, foremost customer relationship and momentum of the hi-tech. brand (perception). The intend is to supply a big yet detailed P2P, 3G / B3G and wireless picture to the marketer (even accountant) as well as applied marketing / pricing issues to the S/W developer or mobile techn. expert. After a brief overview (ch. 1), chapter 2 is about introducing the main points rel. peer-to-peer (P2P) it's rather social impacts, technological mindset and ongoing research, as well as contemporary benefits. The intention is to free both the subject and evaluation from hype or byzantine aspects; to present P2P's potential as well as existent contributions to corporations aware of bus. value from IT, parelleling the fashion well-known IT players dominate e.g. Web services. Chapter 3 prepares a general understanding of present-day and forthcoming ITC leitmotivs, more precisely, for why ITC, esp. 3G innovations, have been disappointing. Analysing soft product and service (svce / svc.) innovations is upon hard value; at the dawn of this decade's decentralisation / mobilisation and virtualisation following results and side effects of globalisation the tractate's author is going to constantly question whether proven and established marketing practice can answer the train of virtual i.e. through-and-through digital products, value chains, organisations or business and / or value creation communities. Nevertheless ch. 3's focal point is the wireless or mobile wireless, resp., upgrowth (convergence rel. mobile IP, P2P, B3G / 4G). At beginning of the new millennium telcos are forced to get out of the industrial age's proprietary hardware and services. Less because of customer's [...]
