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Mobile marketing management : (Record no. 2992)

MARC details
000 -LEADER
fixed length control field 02949nam a22003137a 4500
003 - CONTROL NUMBER IDENTIFIER
control field OSt
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20231204134418.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 230220b |||||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780367141059
040 ## - CATALOGING SOURCE
Language of cataloging English
Transcribing agency Foundation University Library
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Edition number 23
Classification number 658.872
Item number 658.872 H 860 2019
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Hua, Hongbing
Relator term Author
9 (RLIN) 6021
245 ## - TITLE STATEMENT
Title Mobile marketing management :
Remainder of title case studies from successful practices /
Statement of responsibility, etc. by Hongbing Hua
250 ## - EDITION STATEMENT
Edition statement First Edition
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. New York, NY :
Name of publisher, distributor, etc. Routledge, Taylor & Francis Group,
Date of publication, distribution, etc. ©2019
300 ## - PHYSICAL DESCRIPTION
Extent xiii, 444 pages :
Other physical details color illustrations ;
Dimensions 28 cm.
500 ## - GENERAL NOTE
General note Tables.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note Includes bibliography [pages 415-422].
520 ## - ABSTRACT, SUMMARY, ETC.
Abstract, Summary, etc. With the development of mobile internet technology, people's lifestyle and consumer behavior are changing rapidly. Nowadays, the products on the market are updating more and more frequently, and the traditional marketing theory and brand theory fail to get with the mobile internet. So, what's the innovative marketing to take in the new era? Since 2012, China has entered into the mobile era, and became a major country of mobile internet application. The book summarizes the experience of the author accumulated from many trials and errors in management and marketing innovation, so as to form the pattern of management and marketing for the next 30 years. Mobile Marketing Management lays the foundation for the new era with four pillars: service, substance, superuser, space, known as 4S theory for short. In view of the concept of customer-first, it is all about service, and products become productized service concepts. In view of the failure of mass communication, the competition among all services becomes the competition of substance differentiation. Regarding the popularity of self-organization, it becomes a trend to cooperate with people rather than the company to develop the market. In view of the principle of fuzzy market boundary, the enterprises shall optimize their living space and evolve their development space. This book contains numerous case studies along with analysis and creates the discipline of mobile marketing management, providing innovative theories, methods and tools for the marketing of enterprises. Through this book, readers can master the marketing methods of the mobile internet era. They can apply the marketing theory in this book to guide the marketing practice, thus improving marketing efficiency and reducing marketing costs
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Business & Economics --Industrial Management
9 (RLIN) 5395
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Business & Economics --Management
9 (RLIN) 6022
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Business & Economics --Management Science
9 (RLIN) 6023
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Business & Economics --Organizational Behavior
9 (RLIN) 6024
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Commerce mobile
9 (RLIN) 6025
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Internet marketing Management
9 (RLIN) 6026
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Marketing sur Internet Gestion
9 (RLIN) 6027
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Mobile commerce
9 (RLIN) 6028
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Books
Suppress in OPAC No
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Date acquired Total Checkouts Full call number Barcode Date last seen Price effective from Koha item type
    Dewey Decimal Classification     Foundation University Library Foundation University Library 02/20/2023   Circ 658.872 H860 2019 62643 02/20/2023 02/20/2023 Books