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Mobile Marketing


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Table of Contents

  • Section - ONE: Mobile Marketing in Perspective;
    • Chapter - 01: Introduction;
    • Chapter - 02: Understanding the User Journey;
    • Chapter - 03: Technology Change and Adoption;
    • Chapter - 04: Disruption and Integration;
    • Chapter - 05: Devices, Platforms and Technology;
    • Chapter - 06: The Future of Mobile Marketing;
  • Section - TWO: The Tactical Toolkit;
    • Chapter - 07: Introduction;
    • Chapter - 08: Mobile Sites and Responsive Design;
    • Chapter - 09: Mobile and E-mail;
    • Chapter - 10: How to Build an App;
    • Chapter - 11: Social Media and Mobile;
    • Chapter - 12: Mobile Search;
    • Chapter - 13: Mobile Advertising;
    • Chapter - 14: Augmented Reality (AR) and Virtual Reality (VR);
    • Chapter - 15: Quick Response (QR) Codes;
    • Chapter - 16: Location-based Devices and Beacons;
    • Chapter - 17: Near Field Communication (NFC) and Mobile Payments;
    • Chapter - 18: Instant Messenger (IM) Apps and Short Messaging Service (SMS);
    • Chapter - 19: Mobile Analytics;
  • Section - THREE: Mobile Marketing Checklists;
    • Chapter - 20: Introduction;
    • Chapter - 21: Checklists;
    • Chapter - 22: Conclusions

About the Author

Daniel Rowles has worked in digital marketing for almost 20 years on both the client and agency sides. He is a Course Director for the CIM, lecturer at Imperial College London and Cranfield School of Management and lead judge of the CIM Marketing Excellence awards. He is also the host of the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His company TargetInternet.com has helped clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Sony, Oracle and Tesco.


"Very useful and a surprisingly compelling read. It articulates the theories and terminology of mobile marketing succinctly, with interesting graphs and case studies from around the world. I highly recommend this book to anyone who wants to know more about mobile marketing, mobile Web etc. Buy it. You aren't going to agree with all of it, you may already know some of it, but you will learn a lot from it." * Andy Favell, Editor, mobiThinking (about the previous edition) *
"For most businesses, mobile marketing will be only a part of an Internet marketing strategy. This book clarifies why mobile marketing needs to be considered separately, and why mobile marketing is becoming increasingly important. I personally found this one of the most helpful books I have read this year, and I highly recommend it." * John Gibbs, Leading Business Books (about a previous edition) *

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