Mobile marketing management : (Record no. 2992)
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| 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 |
| 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 |