ENGLISH

Mobile Marketing Management: Case Studies from Successful Practices

By Hongbing Hua

Book information

ISBN
9780367141059, 0367141051, 9780367142469, 0367142465, 9780429030871, 0429030878
Language
english
Format
PDF
Filesize
75 MB (78249984 bytes)
Pages
\459
Time added
2020-06-14 12:37:19

Description

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 Service 3. 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 Itself 4. 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 Marketing Chapter 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 Users 2. 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 Chapter 18: Mobile Marketing Space Spread 1. Field under the Boundary Theory 2. Scene 3. Scene-based Marketing 4. New Retail in the Context of Mobile Internet 5. Application of 4S Theory in New Retail 6. Tool Kit - Mobile Marketing Space Spread Part 6: Global Marketing Chapter 19: Global Marketing - A Viewpoint from China 1. Reinterpreting Four Industrial Revolutions 2. Age of Conflict 4.0 Chapter 20: Spiral Economics 1. Spiral Economics Bibliography Definition and Interpretation Postscript

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