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· 분류 : 외국도서 > 경제경영 > 전자상거래 (E-Commerce) > 인터넷 마켓팅
· ISBN : 9781118167786
· 쪽수 : 256쪽
· 출판일 : 2012-01-11
목차
Foreword DAVID MEERMAN SCOTT xi
Acknowledgments xiv
Introduction xvi
Is Mobile Marketing Right for You? xvii
How We've Organized This Book xix
PART I THE MOBILE MARKETING LANDSCAPE 1
Chapter 1 How to Jump-Start Your Mobile Marketing Campaign 3
Chapter 2 How the Fortune 500 Use Mobile Marketing 13
Chapter 3 How Consumers Engage with Mobile 25
Chapter 4 Let's Talk: Terms and Concepts You Should Be Familiar With 35
Chapter 5 Nine Ways Businesses Are Using Mobile Marketing 43
Chapter 6 Classic Mobile Marketing Mistakes You Can Avoid 55
PART II SETTING YOURSELF UP FOR SUCCESS 63
Chapter 7 Laying the Foundation for Successful Mobile Marketing Campaign 65
Chapter 8 Getting More Familiar with the Mobile Marketing Landscape 75
Chapter 9 Thinking Strategically about Your Mobile Marketing Campaign 87
PART III TAKING A DEEPER DIVE INTO MOBILE MARKETING TOOLS POOL 99
Chapter 10 How to Set Up a Mobile Website 101
Chapter 11 Using SMS and MMS to Drive Customers to Your Business 111
Chapter 12 How to Use Mobile Display Ads to Grow Your Sales and Revenue 121
Chapter 13 How to Use Mobile Paid Search to Drive Customers to Your Business 133
Chapter 14 Location-Based Marketing: LBS, NFC, Bluetooth, and LBA—Oh My! 147
Chapter 15 Mobile Apps: A Great Way to Keep Them Coming Back for More 157
Chapter 16 How to Use 2D Codes to Connect with Customers 169
Chapter 17 Tablet Computers: Taking the World by Storm 179
PART IV EXPANDING YOUR HORIZONS 185
Chapter 18 Using Mobile E-Commerce to Drive Revenue 187
Chapter 19 Mobile Marketing for B2B Companies 197
Chapter 20 How to Measure the ROI of Your Mobile Marketing Campaign 205
Chapter 21 The 17 Rs of Mobile Marketing and a Step-by-Step Checklist 217
A Few Final Thoughts 226
Index 228
