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Mobile marketing : achieving competitive advantage through wireless technology

Author: Alex Michael; Ben Salter
Publisher: Amsterdam : Elsevier BH, 2006.
Edition/Format:   Print book : English : 1st edView all editions and formats

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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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Alex Michael; Ben Salter
ISBN: 0750667478 9780750667470
OCLC Number: 69645316
Notes: Includes index.
Description: x, 237 pages : illustrations ; 24 cm
Contents: 1. The wireless revolution --
2. Understanding the wireless world --
3. Marketing for a wireless world --
4. Improving brand awareness --
5. Wireless advertising models --
6. Delivering content to wireless devices --
7. M-commerce --
8. Mobile spam --
9. Measuring results --
10. Budgeting and planning --
11. Adult content --
12. Application environment --
13. WAP and the mobile Internet --
14. Case studies --
A. Mobile operators around the world --
B. SMS/MMS abbreviations --
C. Key legislation/codes --
D. Mobile acronyms.
Responsibility: Alex Michael and Ben Salter.


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