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Klappentext 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. * Features a series of personal insights from key figures in the industry* Foreword written by Simon Ellis! Chairman of Bluetooth SIG* Written in an easy to understand! self-study style Zusammenfassung Provides a comprehensive insight into the world of wireless technology marketing. This 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. Inhaltsverzeichnis History and Theory; Part 1 A brief history of wireless technology; Part 2 How wireless technology works; Part 3 What makes a wireless product sell?; Part 4 Comparing wireless technologies; Part 5 History and Theory; Part 6 The birth of an idea, Johan Åkesson; Part 7 Marketing IBM wireless leadership: technology, inhibitors, strategy and solutions, Dr Ronald Sperano...
List of contents
History and Theory; Part 1 A brief history of wireless technology; Part 2 How wireless technology works; Part 3 What makes a wireless product sell?; Part 4 Comparing wireless technologies; Part 5 History and Theory; Part 6 The birth of an idea, Johan Åkesson; Part 7 Marketing IBM wireless leadership: technology, inhibitors, strategy and solutions, Dr Ronald Sperano; Part 8 From entrapment to freedom, Gary Evans; Part 9 Marketing wireless: a manufacturer's perspective, Nick Hunn; Part 10 Mobilian marketing: using all available channels for marketing influence and intelligence, Wade Gillham; Part 11 Short-distance wireless: marketing 802.11 and Bluetooth, Tom Siep; Part 12 A pioneer for mobile communications, Emeka Derrick; Part 13 Marketing the advanced operating system for mobile phones, Simon Garth, Andrie de Vries; Part 14 Looking to the Future; Part 15 Where do we go from here?; Part 16 Conclusions drawn and lessons learned;
About the author
Sarah-Jayne Gratton
