Erfolgsfaktoren des Mobile Marketing
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Erfolgsfaktoren des Mobile Marketing

Erfolgsfaktoren des Mobile Marketing

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About the Book

Die Mobilfunkbranche steht vor ihrem nächsten Entwicklungssprung. Nachdem der mobile Sprachmarkt gesättigt ist, Tarif- und Produktinnovationen in Rekordzeit kopiert werden und sich der Zugang zur mobilen Sprachübertragung nur noch als Commodity vermarkten lässt, richtet sich der Fokus auf neue lukrativere Geschäftsfelder. So bietet der sich rasant entwickelnde Markt für mobiles Internet, mobile Datengeschäfte und Anwendungen völlig neue Wachstumsmöglichkeiten. Gefördert durch die Einführung internetkompatibler Endgeräte und flächendeckender Daten-Flatrates wird das mobile Medium endlich massentauglich. Dieser Sammelband bündelt aktuellste praxisrelevante und wissenschaftlich fundierte Erkenntnisse zu den Erfolgsfaktoren eines profitablen Mobile Marketings. Die Kombination aus einem verständlichen Grundlagenteil sowie Kapiteln zu den Besonderheiten des Marketingmanagements und den Instrumenten im Mobile Marketing sichert einen hohen Gebrauchswert für die Unternehmenspraxis.

Table of Contents:
Grundlagen des Mobile Marketing.- Die Zukunft des Mobile Marketing.- Trends und Strategien im Mobile Marketing.- Einflüsse des Mobile Commerce auf das Entscheidungsverhalten.- Der Situationsansatz als Erfolgsfaktor des Mobile Marketing.- Mobile Business Intelligence.- Managementkonzepte des Mobile Marketing.- Emotionale Kundenbindung im Mobilfunkmarkt.- Erfolgreiches Marketing im Mobilfunknetz.- Wann werden Mobile Marketing-Kampagnen akzeptiert?.- mCRM Möglichkeiten und Grenzen eines modernen Kundenbeziehungsmanagements.- Mobile Marketing im Multi-Channel-Marketing.- Instrumente des Mobile Marketing.- Akzeptanzsteigerung von mobilen Diensten im Fahrzeug.- Konsumentenakzeptanz von Location Based Services.- Web 2.0-Anwendungen im Kundenbindungsmanagement des M-Commerce.- Akzeptanz mobiler Kundenkarten.- Kundeninteraktion über mobile Services im Handel.- Mobile E-Mail-Marketing.- Mobile Viral Marketing.- Near Field Communication im Mobile Marketing.


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Product Details
  • ISBN-13: 9783540852957
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
  • Publisher Imprint: Springer-Verlag Berlin and Heidelberg GmbH & Co. K
  • Height: 235 mm
  • No of Pages: 331
  • Returnable: Y
  • ISBN-10: 3540852956
  • Publisher Date: 09 Sep 2008
  • Binding: Hardback
  • Language: German
  • Returnable: Y
  • Width: 155 mm


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Erfolgsfaktoren des Mobile Marketing
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