Mobile Marketing Management: Case Studies from Successful Practices

ISBN-13: 9780367141059 / Angielski / Miękka / 2019 / 444 str.

Hongbing Hua

Opis

Mobile Marketing Management lays the foundation for the new era with four pillars: service, substance, superuser, space, known as 4S theory for short.

Spis treści

Marketing Evolution Theory. Scope of Marketing. Evolution of Marketing. Mobile Marketing Revolution. 4S Mobile Marketing Theory. Service. Introduction to Service. Seven Dimensional Model for Service. Service Marketing Mode. Service Value Marketing. Content. Redefining Content Marketing. Content Management: Mobile Brand Management. Deep Content Management. Big Data Content Marketing. Superuser. Vital Few 214. Behavior Characteristics of the Superuser. Principles of Superuser Application. Law of Superuser Marketing. Space. Introduction to Marketing Space. Network Marketing Space. Mobile Marketing 4.0 – Mobile End-to-End Marketing. Mobile Marketing Space Communication. Mobile Marketing Strategy Management. Organizational Management. Experience Management. Relation Management. Word-of-Mouth Management. Global Marketing. Innovation is a Class. Background of Global Marketing. Trend of Global Marketing. Spiral Economics.

O autorze

Hua Hongbing, the father of mobile marketing and mobile internet marketing theory, founder of Chinese top brand marketing planning experts, marketing planning only holders of gold key, won the highest award of the Chinese marketing: "marketing personal award". Mr. Hua Hongbing graduated from Tianjing University of Finance and Economics in 1989 and obtained his master’s degree in EMBA at South China University of Technology in 2016. Over his 28-year career dedicated in branding, marketing and planning, he has developed expert brand-marketing strategies for more than 3000 companies, and 44 of them have gone public. Renowned as ‘the father of mobile marketing in China’, Mr. Hua founded WOOSII Mobile University in 2016, providing applause-winning mobile-internet-based training programs for companies, and published Mobile Marketing Management in 2017. In the beginning of 2018, Mr. Hua founded Chinese Innovation Show (CIS), one of learning platforms in the era of mobile internet where entrepreneurs can study cases of extraordinary enterprises to improve their own business and find solutions.