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.

Product Details

• Amazon Sales Rank: #469155 in Books
• Published on: 2006-03-20
• Original language: English
• Number of items: 1
• Binding: Paperback
• 256 pages

About the Author
Managing Director of Sprite Interactive Ltd, UK a new media agency, and previously Creative Director with Disney and Buena Vista International.

Information Architect, Sprite Interactive.

Customer Reviews

Mobile Marketing Book Review
Mobile Marketing is very useful, general primer on not just mobile marketing but also it is a good, solid introduction to mobile data for the non-technical. It makes excellent use of worked examples, supported by a wealth of statistics to underline the cases discussed. I was particularly impressed by the thoroughness in which it covered Spam: today this is a hot topic which, if not understood can lead not just to lost customers but also a hefty fine from the authorities. Inevitably a book trying to cover such a broad and fast moving area has some shortcomings: it failed to cover RFID and barcode technologies both of which can used to input content to the handset; better use could have been made of graphics to explain the revenue models. However putting these minor irritations to one side this is very readable and useful introduction to this important new area of marketing so, if you are considering how to go about Mobile Marketing then this book is sound place to start your campaign.