Mobile Marketing Management : Case Studies from Successful Practices.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Hua, Hongbing
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Milton : Productivity Press, 2019.
Temas:
Internet marketing > Management.
Mobile commerce.
Marketing sur Internet > Gestion.
Commerce mobile.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Half Title; Title Page; Copyright Page; Preface; Contents; Part 1: Evolution Theory of Marketing; Chapter 1: Evolution of Mobile Marketing; 1. What Is Mobile Marketing?; 2. Marketing Environment in the Age of Transformation; 3. Background of Evolution of Mobile Marketing; 4. Path of Evolution of Mobile Marketing; Chapter 2: 4S Mobile Marketing Theory; 1. Proposal of 4S Mobile Marketing Theory; 2. Principles of Economics for 4S Mobile Marketing Theory; 3. Tool Kit 4S Mobile Marketing Theory; Part 2: Service; Chapter 3: Overview; 1. All Products Involve Services
  • 2. Five Models Redefining Product Service3. App Service Operation; Chapter 4: Seven Thinking Models for Developing Services; 1. User Thinking; 2. Socialized Thinking; 3. Extreme Thinking; 4. Big-Data Thinking; 5. Open Thinking; 6. Micro-innovation Thinking; 7. Story Thinking; Chapter 5: Service Marketing Mode; 1. Studio Service Mode; 2. Personalized Service Mode; 3. User Participation Service Mode; 4. 3D Printing Service Mode; 5. Integrated Service Mode; 6. Industrial Service Mode; Chapter 6: Service Value Marketing; 1. Value Goal Orientation; 2. Price Strategy Operation
  • 3. A Good Product Spreads Itself4. Tipping Point-Hot Sale Model-Hot Sale Item; 5. Tool Kit 16 Methods for Service Upgrade; Part 3: Substance; Chapter 7: Redefining Substance Marketing; 1. The Three Directions of Mobile Substance Marketing; 2. Redefining Substance Marketing; 3. Presentation Forms of ""Content Prevails; Chapter 8: Substance Management: Mobile Brand Management; 1. What Is Brand?; 2. Mobile Brand Building; 3. Mobile Brand Identity System; 4. Substance Dissemination of Mobile Brand; Chapter 9: Deep Substance of Management; 1. Three Renaissance Movements
  • 2. IP-based Substance MarketingChapter 10: Big Data Substance Marketing; 1. Knowing About Big Data; 2. Big Data Marketing; 3. Tool Kit
  • 22 Methods for Substance of Content Marketing; Part 4: Super User; Chapter 11: Vital Few; 1. Focusing on 1%; 2. Value of 1%; 3. From 1% to 99%; Chapter 12: Behavioral Characteristics of Super Users; 1. The Rise of Communities; 2. Brand Communities; 3. Community Leaders; Chapter 13: Application Principle of Super User: Sharing Economy; 1. Principle of Sharing; 2. Consumer Business; Chapter 14: The Marketing Law of Super Users
  • 1. Psychological Cognition Rules of Common Users2. Psychological Cognition Rules of Super Users; Part 5: Space; Chapter 15: Introduction of Marketing Space; 1. The Evolution of Marketing Channels; 2. Age of Market Space 3.0; 3. Operational Tools; Chapter 16: Network Marketing Space; 1. E-commerce Marketing; 2. Cross-border E-commerce; Chapter 17: Marketing Space 4.0
  • Mobile End-to-end Marketing; 1. Mobile Space for Virtual Reality; 2. Artificial Intelligence A New Scene for Holistic Marketing; 3. Blockchain Creating a New Space for Trust; 4. Augmented Reality(AR) Space

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