Marketing Wireless Products

Sarah-Jayne Gratton, Dean A. Gratton

264 pages, parution le 29/03/2004

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Résumé

Marketing Wireless Products provides a comprehensive insight into the world of wireless technology marketing by addressing the many issues faced in effectively presenting this new technology to the end user/consumer.

The book is based upon the rationale that technology marketing, and in particular wireless technology marketing, has always proved somewhat paradoxical to those working within the industry. By drawing upon the knowledge of industry leaders within the wireless world, the reader significantly benefits from the personal experiences of those who are primarily responsible for communicating a product's message to the consumer.

To those entering the world of technology marketing for the first time, Marketing Wireless Products provides a valuable tutorial, opening up the reader to the thoughts and experiences of industry figureheads, whilst encouraging the birth of fresh perspectives. To existing technology marketers, the book provides a valuable reference, allowing the reader to consider his/her particular approach to marketing alongside the successes and failures of peers.

The book is accompanied by a regularly updated web site to keep up with advances in the field as this is such a fast-moving area and technology is continuing to change rapidly.

L'auteur - Sarah-Jayne Gratton

Sarah-Jayne Gratton
Co-founder and Director of both GA Technology (a wireless-focused consultancy specializing in software development, training, marketing and visionary engineering) and Camden Publications (a UK publications house specializing in consumer related magazines and journals).

L'auteur - Dean A. Gratton

Dean A. Gratton
Co-founder of both GA Technology (a wireless-focused consultancy specializing in software development, training, marketing and visionary engineering), of which he is the Managing Director, and Camden Publications (a UK publications house specializing in consumer related magazines and journals).

Sommaire

Part 1 History and theory - A brief history of wireless technology
- How wireless technology works
- What makes a wireless product sell?
- Comparing Wireless technologies
Part 2 Leading perspectives - The birth of an idea
- Marketing IBM wireless leadership
- From entrapment to freedom
- Marketing wireless: a manufacturer's perspective
- Mobilian marketing: using all available channels for marketing influence and intelligence
- Short distance wireless: Marketing 802.11 and Bluetooth
- A pioneer for mobile communications
- Marketing the advanced operating system for mobile phones
Part 3 Looking to the future - Where do we go from here?
- Conclusions drawn and lessons learned
- References
- Glossary
- Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Butterworth-Heinemann, Elsevier
Auteur(s)	Sarah-Jayne Gratton, Dean A. Gratton
Parution	29/03/2004
Nb. de pages	264
Format	15,5 x 23,5
Couverture	Broché
Poids	440g
Intérieur	Noir et Blanc
EAN13	9780750659369
ISBN13	978-0-750-65936-9