Productivity Press, 2019. — 458 p. — ISBN 978-0367142469, 0367142465.With the development of mobile internet technology, people’s lifestyle and consumer behavior are changing rapidly. Nowadays, the products on the market are updating more and more frequently, and the traditional marketing theory and brand theory fail to get with the mobile internet. So, what’s the innovative marketing to take in the new era? Since 2012, China has entered into the mobile era, and became a major country of mobile internet application. The book summarizes the experience of the author accumulated from many trials and errors in management and marketing innovation, so as to form the pattern of management and marketing for the next 30 years. Mobile Marketing Management lays the foundation for the new era with four pillars: service, substance, superuser, space, known as 4S theory for short. In view of the concept of customer-first, it is all about service, and products become productized service concepts. In view of the failure of mass communication, the competition among all services becomes the competition of substance differentiation. Regarding the popularity of self-organization, it becomes a trend to cooperate with people rather than the company to develop the market. In view of the principle of fuzzy market boundary, the enterprises shall optimize their living space and evolve their development space. This book contains numerous case studies along with analysis and creates the discipline of mobile marketing management, providing innovative theories, methods and tools for the marketing of enterprises. Through this book, readers can master the marketing methods of the mobile internet era. They can apply the marketing theory in this book to guide the marketing practice, thus improving marketing efficiency and reducing marketing costs. Hua Hongbing, the father of mobile marketing and mobile internet marketing theory, founder of Chinese top brand marketing planning experts, marketing planning only holders of gold key, won the highest award of the Chinese marketing: "marketing personal award". Mr. Hua Hongbing graduated from Tianjing University of Finance and Economics in 1989 and obtained his master’s degree in EMBA at South China University of Technology in 2016. Over his 28-year career dedicated in branding, marketing and planning, he has developed expert brand-marketing strategies for more than 3000 companies, and 44 of them have gone public. Renowned as ‘the father of mobile marketing in China’, Mr. Hua founded WOOSII Mobile University in 2016, providing applause-winning mobile-internet-based training programs for companies, and published Mobile Marketing Management in 2017. In the beginning of 2018, Mr. Hua founded Chinese Innovation Show (CIS), one of learning platforms in the era of mobile internet where entrepreneurs can study cases of extraordinary enterprises to improve their own business and find solutions.
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