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