• Author:
  • Bayne, Kim M.
• Subject:
  Computer Science
• Published by:
  John Wiley & Sons Inc (US)
• Published:
  22/04/2002
• Price:
  $52.99
• <  Buy this book  >

Practical advice and guidance for anyone who wants to serve the mobile consumer market
Written by Kim Bayne, formerly the host of the popular public radio program "The Cyber Media Show with Kim Bayne," this book uses cutting-edge case studies of early adopters who are setting the trends for mobile advertising to explain the major differences and similarities between wired and wireless marketing tools and how to leverage them for optimum advantage. Readers learn how to choose and implement the best options and services for their needs, and how to link offline and online programs to create a comprehensive integrated marketing presence. The book also shows how to develop strategies for delivering wireless content that mobile customers want and need, how to create a sure-fire wireless marketing program, and much more.
Companion Web site features helpful resources and articles on new developments in wireless marketing.

KIM M. BAYNE is a frequent speaker and writer on Internet and wireless marketing. She was formerly a technology marketing executive. From 1997 to 2000, she hosted the internationally syndicated public radio talk show The Cyber Media Show with Kim Bayne. The hour-long show, which aired on NPR stations and in streaming audio on the Web, examined such topics as Internet use, marketing strategies, and tactics.

Dedication.

Acknowledgments.

Introduction.

About the Author.

The Wireless Revolution.

Understanding the Wireless World.

Unplugging Marketing Communications Strategies.

Chartering Your Wireless Marketing Team.

Building the Wireless Brand.

Advertising Without Wires.

Delivering Content to Wireless Devices.

Untethering Public Relations and Publicity.

Enabling Mobile Commerce and Sales Functions.

Mobilizing Customer Service.

Measuring Wireless Marketing Results.

Budgeting for a Wireless Future.

Appendix A: Glossary.

Appendix B: Mobile Handheld Devices.

Appendix C: Wireless Carriers, Network Operators and Related Service Providers.

Appendix D: Solution Providers.

Index.