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| MARKETING WIRELESS PRODUCTS
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To order this title, and for more information, click here
By
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).
Dean A. Gratton, Co-founder of both GA Technology and Camden Publications
Description
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.
Audience
Those involved in wireless technology, and in particular the marketing of this product type. Students on marketing courses and on courses
relating to wireless technology where an end-user perspective would be useful.
Contents
Dedication; About the authors; Contributing authors; Foreword - Simon C. Ellis, Chairman of the Bluetooth SIG Marketing Team; Acknowledgements;
Introduction; Part 1 History and theory - A brief history of wireless technology (Sarah-Jayne Gratton);How wireless technology works
(Dean A. Gratton); What makes a wireless product sell? (Sarah-Jayne Gratton); Comparing Wireless technologies (Dean A. Gratton); Part
2 Leading perspectives - The birth of an idea (Johan ?kesson, Ericsson Technology Licensing); Marketing IBM wireless leadership (Dr Ronald
Sperano); From entrapment to freedom (Gary Evans, Toshiba UK); Marketing wireless: a manufacturer's perspective (Nick Hunn, TDK Systems
Europe); Mobilian marketing: using all available channels for marketing influence and intelligence (Wade Gillam, Mobilian Corporation);
Short distance wireless: Marketing 802.11 and Bluetooth (Tom Siep, Bluetooth SIG); A pioneer for mobile communications (Derrick Emeka,
TDK Systems Europe); Marketing the advanced operating system for mobile phones (Simon Garth and Andrie de Vries, Symbian); Part 3 Looking
to the future - Where do we go from here? (Sarah-Jayne Gratton); Conclusions drawn and lessons learned (Sarah-Jayne Gratton); References;
Glossary; Index.
| Bibliographic details |
Paperback, 288 pages, publication date: MAR-2004
ISBN-13: 978-0-7506-5936-9
ISBN-10: 0-7506-5936-X
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 45.95
USD 51.95
GBP 31.99
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Last update: 12 Jun 2009
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