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Mobile marketing : achieving competitive advantage through wireless technology

Author: Alex Michael; Ben Salter
Publisher: Amsterdam ; London : Butterworth-Heinemann, 2006.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Mobile marketing has become a mainstream marketing tool and this book is designed to teach marketers how to tap into this potential. It will outline methods and techniques for: defining and implementing a wireless marketing strategy; and more. It is for professional marketers and marketing students.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Alex Michael; Ben Salter
ISBN: 9780750667470 0750667478
OCLC Number: 123110264
Notes: Includes index.
Description: x, 237 pages : illustrations ; 24 cm
Contents: Overview of book; Introduction; The wireless revolution; Understanding the wireless world; M-Commerce; Building the wireless brand; Wireless advertising; Delivering content to wireless devices; Marketing for a wireless world; Mobile spam; Measuring results; Budgeting for a wireless strategy; Adult content; Application environments; Mobile internet; Case Studies; SMS/MMS Abbreviations; Glossary of mobile marketing terms; Advertising jargon; Mobile operators around the world; Mobile acronyms.
Responsibility: Alex Michael, Ben Salter.

Abstract:

The integration of the Internet, mobility and communications at the device, service and transport level has created a different set of business opportunities. Mobile marketing is a mainstream  Read more...

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Primary Entity<\/h3>\n
<http:\/\/www.worldcat.org\/oclc\/123110264<\/a>> # Mobile marketing : achieving competitive advantage through wireless technology<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Book<\/a>, schema:CreativeWork<\/a> ;\u00A0\u00A0\u00A0\nlibrary:oclcnum<\/a> \"123110264<\/span>\" ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Place\/amsterdam<\/a>> ; # Amsterdam<\/span>\n\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/id.loc.gov\/vocabulary\/countries\/ne<\/a>> ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/dbpedia.org\/resource\/London<\/a>> ; # London<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/id.worldcat.org\/fast\/1146200<\/a>> ; # Telemarketing<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/telecommunications<\/a>> ; # Telecommunications<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/dewey.info\/class\/658.8002854692\/e22\/<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/technologie<\/a>> ; # technologie<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/technology<\/a>> ; # technology<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/telecommunicatie<\/a>> ; # Telecommunicatie<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marketing_algemeen<\/a>> ; # Marketing (algemeen)<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marketingbeleid<\/a>> ; # marketingbeleid<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/internet<\/a>> ; # internet<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marketing_general<\/a>> ; # Marketing (General)<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marketing<\/a>> ; # marketing<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/dewey.info\/class\/658.872\/e22\/<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marketing_policy<\/a>> ; # marketing policy<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/id.worldcat.org\/fast\/1143138<\/a>> ; # Target marketing<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marktconcurrentie<\/a>> ; # marktconcurrentie<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/market_competition<\/a>> ; # market competition<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/id.worldcat.org\/fast\/870196<\/a>> ; # Communication in marketing<\/span>\n\u00A0\u00A0\u00A0\nschema:bookFormat<\/a> bgn:PrintBook<\/a> ;\u00A0\u00A0\u00A0\nschema:contributor<\/a> <http:\/\/viaf.org\/viaf\/31507933<\/a>> ; # Ben Salter<\/span>\n\u00A0\u00A0\u00A0\nschema:creator<\/a> <http:\/\/viaf.org\/viaf\/71948144<\/a>> ; # Alex Michael<\/span>\n\u00A0\u00A0\u00A0\nschema:datePublished<\/a> \"2006<\/span>\" ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"Mobile marketing has become a mainstream marketing tool and this book is designed to teach marketers how to tap into this potential. It will outline methods and techniques for: defining and implementing a wireless marketing strategy; and more. It is for professional marketers and marketing students.<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:exampleOfWork<\/a> <http:\/\/worldcat.org\/entity\/work\/id\/796967434<\/a>> ;\u00A0\u00A0\u00A0\nschema:inLanguage<\/a> \"en<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Mobile marketing : achieving competitive advantage through wireless technology<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:productID<\/a> \"123110264<\/span>\" ;\u00A0\u00A0\u00A0\nschema:publication<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/123110264#PublicationEvent\/amsterdam_london_butterworth_heinemann_2006<\/a>> ;\u00A0\u00A0\u00A0\nschema:publisher<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Agent\/butterworth_heinemann<\/a>> ; # Butterworth-Heinemann<\/span>\n\u00A0\u00A0\u00A0\nschema:url<\/a> <http:\/\/bvbr.bib-bvb.de:8991\/F?func=service&doc_library=BVB01&doc_number=014758103&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA<\/a>> ;\u00A0\u00A0\u00A0\nschema:url<\/a> <http:\/\/bvbr.bib-bvb.de:8991\/F?func=service&doc_library=BVB01&doc_number=014758103&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA<\/a>> ;\u00A0\u00A0\u00A0\nschema:workExample<\/a> <http:\/\/worldcat.org\/isbn\/9780750667470<\/a>> ;\u00A0\u00A0\u00A0\numbel:isLike<\/a> <http:\/\/bnb.data.bl.uk\/id\/resource\/GBA725530<\/a>> ;\u00A0\u00A0\u00A0\nwdrs:describedby<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/123110264<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

Related Entities<\/h3>\n
<http:\/\/dbpedia.org\/resource\/London<\/a>> # London<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"London<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/dewey.info\/class\/658.8002854692\/e22\/<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/dewey.info\/class\/658.872\/e22\/<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Agent\/butterworth_heinemann<\/a>> # Butterworth-Heinemann<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:Agent<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Butterworth-Heinemann<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Place\/amsterdam<\/a>> # Amsterdam<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Amsterdam<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/internet<\/a>> # internet<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"internet<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/market_competition<\/a>> # market competition<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"market competition<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marketing<\/a>> # marketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"marketing<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marketing_algemeen<\/a>> # Marketing (algemeen)<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing (algemeen)<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marketing_general<\/a>> # Marketing (General)<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Marketing (General)<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marketing_policy<\/a>> # marketing policy<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"marketing policy<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marketingbeleid<\/a>> # marketingbeleid<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"marketingbeleid<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/marktconcurrentie<\/a>> # marktconcurrentie<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"marktconcurrentie<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/technologie<\/a>> # technologie<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"technologie<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/technology<\/a>> # technology<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"technology<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/telecommunicatie<\/a>> # Telecommunicatie<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Telecommunicatie<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"telecommunicatie<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Topic\/telecommunications<\/a>> # Telecommunications<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Telecommunications<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"telecommunications<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.loc.gov\/vocabulary\/countries\/ne<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\ndcterms:identifier<\/a> \"ne<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.worldcat.org\/fast\/1143138<\/a>> # Target marketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Target marketing<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.worldcat.org\/fast\/1146200<\/a>> # Telemarketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Telemarketing<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.worldcat.org\/fast\/870196<\/a>> # Communication in marketing<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Communication in marketing<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/31507933<\/a>> # Ben Salter<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Salter<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Ben<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Ben Salter<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/71948144<\/a>> # Alex Michael<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Michael<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Alex<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Alex Michael<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/worldcat.org\/isbn\/9780750667470<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:ProductModel<\/a> ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"0750667478<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"9780750667470<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/title\/-\/oclc\/123110264<\/a>>\u00A0\u00A0\u00A0\u00A0a \ngenont:InformationResource<\/a>, genont:ContentTypeGenericResource<\/a> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/www.worldcat.org\/oclc\/123110264<\/a>> ; # Mobile marketing : achieving competitive advantage through wireless technology<\/span>\n\u00A0\u00A0\u00A0\nschema:dateModified<\/a> \"2019-10-09<\/span>\" ;\u00A0\u00A0\u00A0\nvoid:inDataset<\/a> <http:\/\/purl.oclc.org\/dataset\/WorldCat<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/www.worldcat.org\/title\/-\/oclc\/123110264#PublicationEvent\/amsterdam_london_butterworth_heinemann_2006<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:PublicationEvent<\/a> ;\u00A0\u00A0\u00A0\nschema:location<\/a> <http:\/\/dbpedia.org\/resource\/London<\/a>> ; # London<\/span>\n\u00A0\u00A0\u00A0\nschema:location<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Place\/amsterdam<\/a>> ; # Amsterdam<\/span>\n\u00A0\u00A0\u00A0\nschema:organizer<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/796967434#Agent\/butterworth_heinemann<\/a>> ; # Butterworth-Heinemann<\/span>\n\u00A0\u00A0\u00A0\nschema:startDate<\/a> \"2006<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

Content-negotiable representations<\/p>\n