Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010185445 | HF6146.I58 S54 2008 | Open Access Book | Book | Searching... |
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Summary
Summary
A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising.
Author Notes
Chetan Sharma is President of Chetan Sharma Consulting and a leading strategist and advisor to influential technology and media brands worldwide. He is also the author or coauthor of four other books including Wireless Internet Enterprise Applications and VoiceXML, from Wiley.
Joe Herzog is Senior Director of Search Products at InfoSpace, Inc., a leading metasearch company. He has also led mobile platform product and local search teams at InfoSpace.
Victor Melfi is Chief Strategy Officer at Voicebox Technologies and a recognized expert in technology strategy, direct marketing, and advertising.
Table of Contents
| Foreword | p. xi |
| Preface | p. xv |
| In Gratitude | p. xxi |
| About the Authors | p. xxv |
| 1 A Brief History of Advertising | p. 1 |
| 2 A Digital Revolution | p. 32 |
| 3 A Five-Points Framework | p. 67 |
| 4 Introduction to Mobile Advertising | p. 97 |
| 5 Challenges and Accelerators for Mobile Advertising | p. 139 |
| 6 Mobile Advertising Models | p. 170 |
| 7 Case Studies from around the World | p. 213 |
| 8 Technology-The Lifeblood of Digital Advertising | p. 254 |
| 9 What Comes Next? | p. 290 |
| 10 Perspectives | p. 321 |
| 11 Conclusion and Recommendations | p. 366 |
| Index | p. 391 |
