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.
General
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