Mobile marketing: the message revolution
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2002
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 226 S. Ill. |
| ISBN: | 0749437987 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS LIST OF FIGURES XI FOREWORD BY STEVE WUNKER XIII INTRODUCTION 1
1. THE TEXT PHENOMENON 6 SMS: THE QUIET REVOLUTION 6 TEXT BENEFITS 7
MARKETING BENEFITS 10 EVERYTHING YOU EVER WANTED TO KNOW ABOUT TEXT (BUT
WERE AFRAID TO ASK) 11 BALEARIC BEGINNINGS 14 SMS PIONEERS 16 SME SMS 17
A LIMITED CANVAS 18 TYPES OF CAMPAIGN 18 BEYOND THE YOUTH MARKET 19 TEXT
VERSUS WEB 21 LAST WORD 22 2. THE MOBILE MINDSET 23 PERMISSION MARKETING
23 THINK NARROW 24 MOBILE BRANDING 25 BUILDING AN INFOBRAND 26 ADDING
REAL VALUE 27 VI CONTENTS PULL AND PUSH 31 PUSH MARKETING PROBLEMS 32
PULL MARKETING PROBLEMS 33 VIRAL MARKETING 34 NEW YORK CELEBRITY
SIGHTINGS: LEARN FROM A VIRAL PHENOMENON 36 LAST WORD 39 3. THE MOBILE
MARKETING MENU 40 PREMIUM SERVICES 40 CASE STUDY: BRIDGET JONES DIARY
42 PAID CONTENT PC PROBLEMS 44 PAID CONTENT: MOBILE SUCCESS 46
COMPETITIONS 47 COUPONS 50 TICKETS 51 LOCATION, LOCATION, LOCATION 53
CASE STUDY: LOCATION-BASED SHOPPING 53 ALERTS 54 SPONSORSHIPS 55 MOBILE
PAYMENT SERVICES 56 MOBILE CHANNELS 57 THE BEST TEXT YOU VE EVER HAD 59
LAST WORD 60 4. TWO-WAY MARKETING 61 A TWO-WAY MEDIUM 61 CONNECTED
MARKETS 64 GETTING PERSONAL 65 MARKET RESEARCH 67 TEXT CHAT 69 CASE
STUDY: MINISTRY OF SOUND S TWO-WAY APPROACH 72 LAST WORD 74 5.
RESPONSIBLE MARKETING 75 THE NEED FOR RESPONSIBLE MARKETING 75 THE SPAM
PROBLEM 77 SPAM-FREE SERVICES 79 MOBILE MARKETING REGULATIONS 80 CASE
STUDY: SPAM STUCK ON THE MENU FOR SOUTH AFRICAN MOBILE USERS 81 CONTENTS
VII SPAM: INDUSTRY PERSPECTIVES 82 AVOIDING MESSAGE FATIGUE 84 CASE
STUDY: CARLSBERG S WORLD CUP CAMPAIGN 86 PULL MARKETING 88 MARKETING TO
CHILDREN 88 TEXT OVERLOAD 91 LEGAL IMPLICATIONS 92 LAST WORD 93 6.
GENERATION TEXT 94 THE NEW POWER GENERATION 94 TEEN TEXT 95 EXPLAINING
THE TEEN TEXT PHENOMENON 96 MOBILE CULTURE 99 PAY-AS-YOU-GO 100
CUSTOMIZABLE MOBILES 101 CASE STUDY: CADBURY GOES LARGE 102 RINGTONES
103 MOBILE GAMING 105 THE TEXT EPIDEMIC 108 TEN TEEN COMMANDMENTS 108
CASE STUDY: EAST WEST RECORDS WIRELESS MARKETING CAMPAIGN FOR OXIDE &
NEUTRINO BY AERODEAN 111 LAST WORD 112 7. THE LANGUAGE OF TEXT 113 A NEW
LANGUAGE 113 THE RIGHT BALANCE 115 TEXT MISCONCEPTIONS 116 CASE STUDY:
THE GUARDIAN SMS POETRY COMPETITION 118 LAST WORD 121 8. INTEGRATING
MOBILE CAMPAIGNS 122 TEXT MESSAGING AND TELEVISION 123 CASE STUDY:
TELEVISION TAKES A BREAK FOR SMS LINK-UP 124 PRINT MEDIA 125 CASE STUDY:
TOP OF THE POPS MAGAZINE TEXT CLUB 128 SMS, MMS AND THE INTERNET 130 SMS
AND OUTDOOR ADVERTISING 132 THE REASON FOR TEXT 133 SMS AND RADIO 134
VIII CONTENTS SMS: THE PERFECT BACK CHANNEL 135 EXPLOITING THE FULL
MEDIA POTENTIAL 136 PRODUCT PROMOTION 137 LAST WORD 137 9. THE GLOBAL
MESSAGE 139 TEXT MESSAGING: A GLOBAL PHENOMENON 139 THE OPERATOR S
PERSPECTIVE 142 THE VIEW FROM EUROPE 143 CASE STUDY: E-TAXI, IRISH
INNOVATION 145 TEXTING THE UNITED STATES 145 LAST WORD 148 10.
IMPLEMENTING A CAMPAIGN 149 THE TECHNOLOGICAL REQUIREMENTS 149 SOFTWARE
SOLUTIONS 151 CASE STUDY: THE CELLAR SOCIETY USE BRAND2HAND 157
MARKETING AGENCIES 158 LAST WORD 163 11. THE MOBILE INTERNET 164 A ROUGH
RIDE 165 WAP PROBLEMS 166 THE WAP FORUM 167 THE WAP BRAND 167 SAY WAP?
168 BIG IN JAPAN 169 GPRS AND 3G 170 MOBILE INTERNET MARKETING
PRINCIPLES 170 CASE STUDY: YELL.COM S WAP SERVICE 172 CASE STUDY:
LOCATION-BASED WAP MARKETING 173 REASONS TO BE CHEERFUL 175 RIP SMS? 176
LAST WORD 176 12. FUTURE TECHNOLOGIES 178 3G 178 CASE STUDY: NOKIA S 3G
SURVEY 181 MMS: SMS ON STEROIDS 182 INTERACTIVE VOICE RESPONSE 185
BLUETOOTH 185 CONTENTS IX XHTML 186 GPRS: GIVING THE MOBILE INTERNET A
FACE LIFT 187 THE SMS TRAINING GROUND 190 FUTURE PHONES 190 LAST WORD
191 POSTSCRIPT: THE MOBILE MARKETER S SURVIVAL GUIDE 192 KEY
ORGANIZATIONS 205 USEFUL WEB SITES 207 GLOSSARY 209 INDEX 218
|
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| callnumber-raw | HF5415.1265 |
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| classification_rvk | QP 650 |
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| dewey-full | 658.8002854692 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.8002854692 |
| dewey-sort | 3658.8002854692 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T19:03:34Z |
| institution | BVB |
| isbn | 0749437987 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009900362 |
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| physical | XIV, 226 S. Ill. |
| publishDate | 2002 |
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| publisher | Kogan Page |
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| spelling | Haig, Matt 1975- Verfasser (DE-588)131385755 aut Mobile marketing the message revolution Matt Haig 1. publ. London Kogan Page 2002 XIV, 226 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketingmix gtt Mobiele telefonie gtt Communication in marketing Target marketing Telemarketing Marketing (DE-588)4037589-4 gnd rswk-swf Computerunterstütztes Verfahren (DE-588)4139030-1 gnd rswk-swf Marketing (DE-588)4037589-4 s Computerunterstütztes Verfahren (DE-588)4139030-1 s DE-604 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009900362&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Haig, Matt 1975- Mobile marketing the message revolution Marketingmix gtt Mobiele telefonie gtt Communication in marketing Target marketing Telemarketing Marketing (DE-588)4037589-4 gnd Computerunterstütztes Verfahren (DE-588)4139030-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4139030-1 |
| title | Mobile marketing the message revolution |
| title_auth | Mobile marketing the message revolution |
| title_exact_search | Mobile marketing the message revolution |
| title_full | Mobile marketing the message revolution Matt Haig |
| title_fullStr | Mobile marketing the message revolution Matt Haig |
| title_full_unstemmed | Mobile marketing the message revolution Matt Haig |
| title_short | Mobile marketing |
| title_sort | mobile marketing the message revolution |
| title_sub | the message revolution |
| topic | Marketingmix gtt Mobiele telefonie gtt Communication in marketing Target marketing Telemarketing Marketing (DE-588)4037589-4 gnd Computerunterstütztes Verfahren (DE-588)4139030-1 gnd |
| topic_facet | Marketingmix Mobiele telefonie Communication in marketing Target marketing Telemarketing Marketing Computerunterstütztes Verfahren |
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