Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology (Paperback)

~ Alex Michael (Author), Ben Salter (Author) "In the last five years we have seen the IT sector move its focus away from personal computing to mobile/wireless communications..." (more)
Key Phrases: mobile marketing, wireless site, premium rate services, Flash Lite, Sprite Interactive, Pub Fun Duck Shoot (more...)

Editorial Reviews

Book Description

The authoritative guide to the timely and business critical topic of marketing in the wireless realm

Product 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.

* 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.

See all Editorial Reviews

Product Details

• Paperback: 256 pages
• Publisher: Butterworth-Heinemann; 1 edition (May 5, 2006)
• Language: English
• ISBN-10: 0750667478
• ISBN-13: 978-0750667470
• Product Dimensions: 9.1 x 6.1 x 0.7 inches
• Shipping Weight: 14.1 ounces (View shipping rates and policies)
• Average Customer Review: 3.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #729,596 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

3.0 out of 5 stars Useful!, November 5, 2009

By	Luis M. Palomeque - See all my reviews (REAL NAME)

Amazon Verified Purchase

I found it very useful and it let me know concepts, tips and much more stuff about Mobile. I can tell that is an elemental tool for people who work in relationed jobs.

3.0 out of 5 stars In need of a update :(, June 11, 2009

By	D. Hall - See all my reviews (REAL NAME)

Over all I was disappointed in this book, Most examples ref 2004 to 2005 technology. I kept asking myself just how far Mobil Marketing has come in the last 4 years. I did find the information informative if not dated. Bottom line is .. would I buy this book again? and I have to say no.

5.0 out of 5 stars Great Overview, July 12, 2007

By	Burke Thomas Ingraffia - See all my reviews (REAL NAME)

This is a great book for someone who wants to learn how to market this emerging technology. It focuses more on the European culture business model as opposed to the nacent American market, but it is still very useful to me.