3G marketing : communities and strategic partnerships / Tomi T. Ahonen, Timo Kasper, Sara Melkko.

By:

Ahonen, Tomi T

Contributor(s):

Material type:

TextPublication details: Chichester, West Sussex ; Hoboken, NJ : Wiley, c2004.Description: xxiii, 332 p. : ill. ; 24 cmISBN:

0470851007 (cloth : alk. paper)

Other title:

Three G marketing

Subject(s):

DDC classification:

384.5/3/0688 22

Contents:

About the Authors. Foreword. Acknowledgements 1. Introduction. 2. Market Intelligence. 3. Segmentation. 4. Service Development and Management. 5. Partnership Management. 6. Terminals. 7. Distribution. 8. Portals. 9. Promotion. 10. Branding. 11. Service Adoption. 12. Reachability. 13. Selling Mobile Services. 14. Tariffing. 15. Billing. 16. Other Revenue Streams. 17. Combatting Churn. 18. Marketing Plan. 19. Postscript. Being Part of the 3G Revolution. Abbreviations. Bibliography. Useful Wesites. Index.

Summary: Next generation wireless is not about technology, it is about marketing. This work explains the role of early adopters, communities, reachability, brands, portals, and handsets to 3G success. It shows how success in 3G is dependent on successfully building strategic partnerships by covering issues from market intelligence to sales channel support.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Main	RTC Library Main opac		Main TEST		384.5 AHO					Available			30011115

Total holds: 0

Includes bibliographical references (p. [307]-311) and index.

Next generation wireless is not about technology, it is about marketing. This work explains the role of early adopters, communities, reachability, brands, portals, and handsets to 3G success. It shows how success in 3G is dependent on successfully building strategic partnerships by covering issues from market intelligence to sales channel support.