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