Marketing Wireless Products [Paperback]

Sarah-Jayne Gratton (Author), Dean Anthony Gratton (Author)

Book Description

Publication Date: April 30, 2004

Marketing Wireless Products provides a comprehensive insight into the world of wireless technology marketing by addressing the many issues faced in effectively presenting this new technology to the end user/consumer.

The book is based upon the rationale that technology marketing, and in particular wireless technology marketing, has always proved somewhat paradoxical to those working within the industry. By drawing upon the knowledge of industry leaders within the wireless world, the reader significantly benefits from the personal experiences of those who are primarily responsible for communicating a product's message to the consumer.

To those entering the world of technology marketing for the first time, Marketing Wireless Products provides a valuable tutorial, opening up the reader to the thoughts and experiences of industry figureheads, whilst encouraging the birth of fresh perspectives. To existing technology marketers, the book provides a valuable reference, allowing the reader to consider his/her particular approach to marketing alongside the successes and failures of peers.

The book is accompanied by a regularly updated web site to keep up with advances in the field as this is such a fast-moving area and technology is continuing to change rapidly.

* Features a series of personal insights from key figures in the industry
* Foreword written by Simon Ellis, Chairman of Bluetooth SIG
* Written in an easy to understand, self-study style

Editorial Reviews

Book Description

A comprehensive insight into the world of wireless technology marketing, featuring perspectives from leading figures in the field

From the Back Cover

Marketing Wireless Products provides a comprehensive insight into the world of wireless technology marketing, featuring perspectives from leading figures in the field. The authors address the many issues faced when presenting this new technology to the end-user/consumer.

Marketing Wireless Products is based upon the rationale that technology marketing, and in particular wireless technology marketing, has always proved paradoxical to those working within the industry. By drawing upon the knowledge of industry leaders within the wireless world, the reader significantly benefits from the personal experiences of those who are primarily responsible for communicating a product's message to the consumer.

Written in an easy to understand, self-study style, features include:
* A series of personal insights from key figures in the industry
* A foreword written by Simon Ellis, Chairman of the Bluetooth SIG Marketing Team

To those entering the world of technology marketing for the first time, Marketing Wireless Products provides a valuable tutorial, opening up the reader to the thoughts and experiences of industry figureheads, whilst encouraging the birth of fresh perspectives. To existing technology marketers, the text provides a valuable reference, allowing the reader to consider their particular approach to marketing alongside the successes and failures of their peers.

The book is accompanied by a regularly updated website that will reflect advances in this fast-moving area: http://www.marketingwirelessproducts.info.



Sarah-Jayne Gratton is a leading voice in technology marketing with her articles being regularly featured in a number of national magazines and newspapers. She became President of the Women in Business Society in 2000 and is the co-founder and Director of both GA Technology and Camden Publications (a UK publications house specialising in consumer related magazines and journals). Sarah-Jayne holds an upper class honours degree in Education and Psychology, along with a Masters Degree in Psychology. She is a prominent member of the CIMTech and her company, GA Technology, is an adopter member of the Bluetooth SIG. In 2000, Sarah-Jayne launched eWomensWeb.com, an e-magazine for UK executive women that has been described by the national press, as "the best of all the sites" aimed at women today.

You can contact Sarah-Jayne at [e-mail].


Dean Anthony Gratton is the co-founder of both Camden Publications and GA Technology, of which he is the Managing Director. GA Technology is a wireless-focused consultancy specialising in software development, training, marketing and visionary engineering. The company has provided consultancy services to a number of leading organisations including TDK Systems Europe, Alcatel Microelectronics, Plantronics, Sony and 3Com Europe, where Dean became editor of the Bluetooth LAN Access Profile and was an active member of the Bluetooth PAN Working Group. His work on defining new aspects of wireless technology has been patented. Dean has also studied for a BSc (Hons) Psychology and a Diploma in Counselling. Dean is the author of Bluetooth Profiles: The Definitive Guide, Prentice Hall PTR, 2002 and has already started work on his third book, Developing Practical Wireless Applications, Digital Press (an imprint of Elsevier), 2004.

You can contact Dean at [e-mail].



With contributions from:

Johan Åkesson, Director of Marketing of Ericsson Technology Licensing, the "Bluetooth" company within Ericsson.

Ronald Sperano, Program Director for mobile market development at IBM Personal Computer Division (PCD).

Gary Evans, Head of Business Development at Toshiba Information Systems, UK.

Nick Hunn, Managing Director at TDK Systems Europe Limited.

Wade Gillham, Marketing Director at Mobilian Corporation.

Tom Siep, former General Manager of the Bluetooth SIG.

Derrick Emeka, Head of Marketing at TDK Systems Europe Limited, a member of the Institute of Directors and the CMO (Chief Marketing Officer) Council.

Simon Garth, General Manager of the Symbian Cambridge (UK) site, and Head of Symbian's London-based Market Development function addressing the needs of Mobile Operators.

Andrie de Vries, Market Analyst at Symbian (UK).

See all Editorial Reviews

Product Details

• Paperback: 288 pages
• Publisher: Butterworth-Heinemann; 1 edition (April 30, 2004)
• Language: English
• ISBN-10: 075065936X
• ISBN-13: 978-0750659369
• Product Dimensions: 9.3 x 6.1 x 0.6 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #4,585,788 in Books (See Top 100 in Books)