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1. |
Record Nr. |
UNINA9910787494003321 |
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Autore |
Garris Molly |
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Titolo |
A beginner's guide to mobile marketing / / Molly Garris and Karen Mishra |
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Pubbl/distr/stampa |
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New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2015 |
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ISBN |
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1-78684-340-4 |
1-60649-841-X |
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Edizione |
[First edition.] |
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Descrizione fisica |
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1 online resource (168 p.) |
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Collana |
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Digital and social media marketing and advertising collection, , 2333-8830 |
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Disciplina |
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Soggetti |
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Cell phone advertising |
Internet marketing |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographical references (pages 135-144) and index. |
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Nota di contenuto |
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1. Past, present, and future opportunities for mobile marketing -- 2. Calling and messaging -- 3. Search and web -- 4. Mobile applications (apps) -- 5. Social media networks -- 6. Mobile advertising -- 7. Accessing content -- 8. Mobile marketing strategy and resources -- Key terms -- Advance quotes for A beginner's guide to mobile marketing -- Notes -- References -- Key references -- Index. |
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Sommario/riassunto |
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This book is for marketers (from newbies to CMO level) who want to learn why and how to use mobile marketing to engage and convert consumers. Whether you work with a brand, retail storefront or are studying to do just that, we wrote A Beginner's Guide to Mobile Marketing to help you learn about the exploding opportunities that mobile marketing offers and why it is so important to embrace it in your integrated marketing strategy. As you are well aware, cell phones are no longer just for calling people. Based on the latest trends in consumer behavior on mobiles, we introduce ways that marketers can use Smartphone popularity to reach people with tactics like mobile apps, mobile web, social media, search, text messaging (SMS/MMS/RMM), mobile advertising, location-based services, retail programs and more. NFC, QR codes and texting are a few pull tactics introduced, alongside push tactics like beacons, ads and in-app push |
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notifications. Tablets require a different strategy but this book touches on that to offer background on mobile vs. tablet marketing. Citing the latest and greatest third-party research, learn from an expert about mobile marketing, starting with the basics and ending with a roadmap to develop and measure strategic mobile marketing campaigns. Along the way, participate in exercises to ensure that you understand the material and how to apply it to the real world. Whether you are an educator, student, professional, or mobile maven, we hope that you enjoy the content and case studies we bring to life in this book. |
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2. |
Record Nr. |
UNINA9911011771503321 |
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Autore |
Chowdhury Naushaba |
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Titolo |
Essential B2B Marketing Strategies : Theories, Cases and Concepts for a Contemporary World / / by Naushaba Chowdhury, Pravin Balaraman, Jonathan Liu, Ibrahim Sirkeci, Jonathan A.J. Wilson |
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Pubbl/distr/stampa |
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Cham : , : Springer Nature Switzerland : , : Imprint : Palgrave Macmillan, , 2025 |
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ISBN |
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Edizione |
[1st ed. 2025.] |
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Descrizione fisica |
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1 online resource (233 pages) |
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Collana |
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Business and Management Series |
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Altri autori (Persone) |
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BalaramanPravin |
LiuJonathan |
Sirkeciİbrahim |
WilsonJonathan A. J |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
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Nota di contenuto |
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Chapter 1: The Challenging and Changing B2B Landscape -- Chapter 2: Marketing Theories under the B2B Lens -- Chapter 3: B2B Marketing Mix -- Chapter 4: Exploring B2B Marketing Strategies -- Chapter 5: Ethics and Sustainability in B2B Marketing -- Chapter 6: Competitive Advantage through B2B Marketing -- Chapter 7: B2B Marketing in the Service Era -- Chapter 8: Servitization -- Chapter 9: B2B Marketing Technology -- Chapter 10: Leadership and People in B2B Marketing -- Chapter 11 Supply Networks in B2B -- Chapter 12: Artificial intelligence |
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Sommario/riassunto |
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This textbook equips readers with a clear understanding of how B2B markets have evolved in recent years, from the traditional focus on product development to more targeted approaches that focus on relationships, digitalization, innovation and sustainability. Exploring the relevant theories behind this evolution and providing an extensive understanding of contemporary marketing strategies, the book equips readers with a broad perspective of B2B marketing – the evolution, theories, concepts, and the external environment – that allows students to put theory into practice in both manufacturing and service sectors. Allowing for a holistic understanding of contemporary B2B practices, students will learn how to design a competitive marketing strategy for the current business environment. Covering key topics such as the customer journey, branding, value co-creation and servitization, and with a wide range of case studies, this is an essential text for students at both undergraduate and post-graduate level. Naushaba Chowdhury has more than two decades of extensive experience in B2B marketing within the garment manufacturing and sourcing sectors in Bangladesh, Cambodia, and the UK. She is an Associate Lecturer at the University of the West of Scotland (UWS) teaching marketing and management modules. Pravin Balaraman is a Reader (Associate Professor) in Marketing at the University of the West of Scotland (UWS). He leads the Business School's initiatives in Transnational Education and Mobility. Prior to this role, he served as a tutor for MBA programs at the University of Strathclyde. Jonathan Liu is co-founder and Executive Dean of the International Business School in Sale, Manchester, UK. He is an Adjunct Professor with the University of Wales, Trinity St David London. He researches on Entrepreneurship, Heritage, and Performance Management. Jonathan has over 40 years of academic and administrative management experience in Higher Education. Ibrahim Sirkeci is a leading scholar and practitioner with an exceptional background in migration studies, transnationalism, and international business strategy. He is an academic leader and entrepreneur. Ibrahim Sirkeci is currently Director of International Business School, Manchester, UK. He is also adjunct Professor at Hamburg University, Germany. Jonathan A.J. Wilson is an award-winning practitioner and academic with two doctorates – specialising in what he calls the ABCDs: Advertising, Branding, Communication, and Digital. Having graduated from the faculties of Science, Art & Design, Business, and Humanities, he champions the art of Science and the science of Art. |
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