000			02949nam a22003137a 4500
003			OSt
005			20231204134418.0
008			230220b |||||||| |||| 00| 0 eng d
020			_a9780367141059
040			_bEnglish _cFoundation University Library
082			_223 _a658.872 _b 658.872 H 860 2019
100			_aHua, Hongbing _eAuthor _96021
245			_a Mobile marketing management : _bcase studies from successful practices / _cby Hongbing Hua
250			_aFirst Edition
260			_aNew York, NY : _bRoutledge, Taylor & Francis Group, _c ©2019
300			_axiii, 444 pages : _bcolor illustrations ; _c28 cm.
500			_aTables.
504			_aIncludes bibliography [pages 415-422].
520			_aWith 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			_aBusiness & Economics --Industrial Management _95395
650			_aBusiness & Economics --Management _96022
650			_aBusiness & Economics --Management Science _96023
650			_aBusiness & Economics --Organizational Behavior _96024
650			_aCommerce mobile _96025
650			_aInternet marketing Management _96026
650			_aMarketing sur Internet Gestion _96027
650			_aMobile commerce _96028
942			_2ddc _cBK _n0
999			_c2992 _d2992