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Mobile Marketing: An Hour a Day [Anglais] [Broché]

Rachel Pasqua , Noah Elkin
5.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)
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Description de l'ouvrage

4 janvier 2013
A step–by–step guide to successful mobile marketing strategies Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do–it–yourself, Hour A Day series, this new book is full of advice, practical tips, and step–by–step tactics you can put to use right away. Start leveraging location–based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth), mobile broadcasting, and more. Take action now and mobile–loving customers will soon find you, thanks to these successful ideas and strategies from expert mobile marketers, Rachel Pasqua and Noah Elkin. Shows you step by step how to develop, implement, and measure a successful mobile marketing strategy Pares down a complex process into approachable, bite–sized tasks you can tackle in an hour a day Covers vital mobile marketing weapons like messaging, mobile websites, apps, and mobile advertising to help you achieve your goals Gets you up to speed on location–based marketing via Foursquare and Yelp, using mobile commerce, and leveraging technologies such as as QR codes, ambient communication (RFID and Bluetooth), and mobile broadcasting Mobile Marketing: An Hour A Day is a must–have resource for marketers and advertisers who want a compelling mobile presence.

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Descriptions du produit

Revue de presse

‘…employs an easy to follow format to explain the spectrum of mobile marketing technologies and tactics.’ (The Business, February 2013)

Quatrième de couverture

Successfully Build Your Business and Brand with Mobile A Step-by-Step Guide Develop a smart mobile marketing strategy, and real-time customers will find you in a flash. This step-by-step guide is packed with proven techniques and strategies to help you design and optimize mobile websites, produce spot-on advertising, create cool smartphone apps, decipher the analytics, and leverage a rich mix of social, local, and mobile (SoLoMo) to increase profits. You'll also get a glimpse at what's just around the corner—things like mobile payments, augmented reality, and near-field communications. This practical guide demystifies a complex subject and breaks it down into achievable, day-by-day tasks to help you thrive in the mobile space. Successfully navigate the constantly evolving mobile landscape Build a solid mobile strategy for your brand or company Learn where, when, how, and why to use SMS/MMS Establish solid KPIs and set up reporting and analytics Design mobile websites with UIs that work on smartphones and tablets Keep customers coming back with engaging mobile apps Plan for all the major platforms, including iOS and Android Advertise with mobile and local ads that work Leverage the SoLoMo nexus Get into m-commerce and explore payment options Jump into ambient media—QR codes, augmented reality, and more You'll also find: Real-world case studies that illustrate successes to learn from Tactical advice to help you get to market fast and avoid pitfalls Top tools, technologies, and vendors Fascinating interviews with industry thought-leaders Praise for Mobile Marketing: An Hour a Day "Nothing gets you closer to your consumer than mobile. And nothing gets to closer to mobile marketing perfection than Mobile Marketing: An Hour a Day ." — Greg Stuart , CEO, Mobile Marketing Association and Co-Author of What Sticks "Elkin and Pasqua expertly detail the mobile landscape, tactics, and tools available to today's mobile marketer. This is a must-read." — Sara Holoubek , CEO, Luminary Labs "This book is filled with clear, well thought-out strategic guidance on all things mobile, with expert perspectives to help customize the strategy on an individual business (and budget) level." — Joy Liuzzo , President, Wave Collapse "This is now my go-to book for mobile. Not only does it have the brain trust going for it, but it also has the data to back it up." — Rob Garner , VP Strategy, iCrossing and author of Search and Social: The Definitive Guide to Real-Time Content Marketing

Détails sur le produit

  • Broché: 384 pages
  • Editeur : John Wiley & Sons (4 janvier 2013)
  • Langue : Anglais
  • ISBN-10: 1118388445
  • ISBN-13: 978-1118388440
  • Dimensions du produit: 23,1 x 18 x 2,5 cm
  • Moyenne des commentaires client : 5.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)
  • Classement des meilleures ventes d'Amazon: 175.168 en Livres anglais et étrangers (Voir les 100 premiers en Livres anglais et étrangers)
  • Table des matières complète
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Couverture | Copyright | Table des matières | Extrait | Index
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Commentaires client les plus utiles
Format:Broché|Achat vérifié
Au travers d’une étude de cas (Kiwi Market), ce livre vous dévoile les outils et techniques pour élaborer, étape par étape, une stratégie marketing mobile qui vous permettra de répondre aux besoins de vos clients et d’atteindre vos objectifs marketing tout en tenant compte des contraintes de votre environnement.
A chaque étape, les avantages et inconvénients des solutions techniques/marketing abordées sont détaillés afin de vous permettre d’opérer des choix judicieux adaptés à votre entreprise.
Outre l’aspect stratégique, cet ouvrage vous plongera dans les thématiques suivantes :

- le Mobile Advertising,
- le M-Commerce (mobile wallet, show-rooming…),
- le concept SoLoMo et l’émergence des 4 nouveaux ‘Ps’ du marketing : Portability, Preferences, Presence et Proximity,
- les ‘Ambient Media’ : Image technologies, Augmented Reality, Near-Field Communications, Mobile Broadcasting (Wi-fi, Bluetooth), Digital-out-of-Home - DOOH (interactive signage, surface computing),
- et enfin, les innovations et tendances à venir.

Les auteurs vous invitent à penser au-delà de la technologie et à réaliser que la vraie valeur du mobile c’est sa capacité à rendre le monde offline (magazines, affiches, packaging, displays …) interactif, à créer une expérience en temps réel qui vous permettra d’entrer en conversation avec vos prospects/clients, de les engager et d’en faire, in fine, vos ambassadeurs.
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Amazon.com: 4.8 étoiles sur 5  15 commentaires
5 internautes sur 5 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Excellent mobile marketing overview 16 mai 2013
Par David Deal - Publié sur Amazon.com
Format:Broché
I had the privilege of working with Rachel Pasqua while she was head of the mobile marketing practice at iCrossing, where I became familiar with "Mobile Marketing: An Hour a Day" in my capacity as an executive on the iCrossing marketing team. The more I read the book, the more impressed I became. The premise of the book -- that mobile marketing is about building a closer relationship with your audience -- should comfort any senior marketer who doesn't want to read a book about devices and carriers. This is definitely not a book about technology or channels. It's all about how the mobile experience differs for the consumer (compared to, say, a web-based experience) and how brands can capitalize on mobile to create a better customer experience. Yes, the book does get into how and why marketers should think about apps, but not in a geeky sort of way. If you are looking for a strong insight into the relationship between mobile and getting closer to your audience, this is the perfect book.
5 internautes sur 5 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Great checklist/Roadmap for mobile marketing but also good depth 7 avril 2013
Par A. Jaokar - Publié sur Amazon.com
Format:Broché
Here is a review which I repost from my blog

Last month, I read the book Mobile marketing - an hour a day by Rachel Pasqua and Noah Elkin - from the perspective of a user - in an attempt to understand Mobile marketing for my start-up feynlabs. My goal was to find a book which was simple enough for others in our team to read but also detailed enough to be practically useful. Hence, the choice of this book.
In reading it, I have also got to know the authors Rachel and Noah and I invited them to the first ever online discussion at the new group at forumoxford (Oxford University - next generation mobile applications panel - which I co-chair)

Here are my comments about this book
1) The format is simple (hour a day) which makes it readable
2) The early chapters are full of detailed stats which help set the stage
3) The book takes you through a practical set of steps - in other words, its a very good checklist/roadmap - hence useful in itself
4) The authors suggest a new set of 4Ps - (portability, Preference, Presence and Proximity) - in contrast to the old 4Ps (Product Price Promotion Place).

This leads to their wider view (which I agree) that "Well, more than ever, mobile technologies are just the tools that help us create the kinds of real-time, hyper-relevant experiences that will resonate with our audience. As we liked to say, multiple channels, multiple devices, multiple locations--one connected brand."

So, in a nutshell - I recommend it.

Anything I don't agree with? A minor perspective - if you follow the book logically - you would start with SMS - that I do not agree! i.e. today SMS is a part of the mix but not a starting point

All in all a good read and balance of depth, roadmap/checklist
4 internautes sur 4 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Very well written 9 février 2013
Par J. B. Ruskin - Publié sur Amazon.com
Format:Broché|Achat vérifié
Really very well written. Helpful for learning the how-to's of mobile marketing. A very accessible book. Will be giving copies to co-workers. I think it can help you jump start your sales. An excellent explanation of how it all works and how to get it working for you. This book really stands out from the crowd. Bravo to the authors.
3 internautes sur 3 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Great read 25 mars 2013
Par Loren Gray - Publié sur Amazon.com
Format:Format Kindle|Achat vérifié
excellent details. as fast moving as the content is about it covers the topic from a objective how to approach the project point of view rather than trying to dazzle you with what at the time is the newest apps of programs.
2 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 A fantastic reference book 16 novembre 2013
Par dom1nion - Publié sur Amazon.com
Format:Broché
As a technologist, I understand the development aspects of mobile, but this book helped me educate myself on the other aspects of mobile such as media, SEO and marketing tactics.

This book is for anyone in the digital marketing industry trying to understand every aspect of mobile marketing. The the progression of ideas the authors teach in this book works nicely — taking you from strategy, to simple basics like SMS all the way through to payments, location based media, etc. Their point of view about mobile being a set of user behaviors versus a fixation on specific devices or tactics is a smart one and very important for marketers to grasp when tackling mobile projects

The book is set up so that you can read straight through, but just as easily go to just the chapters relevant to your current task or project and that it is something you can go back to over time to get ideas and answers as you work through different mobile challenges.
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