| Titre : | Tap : unlocking the mobile economy |
| Auteurs : | Anindya GHOSE, Auteur |
| Type de document : | Document électronique |
| Editeur : | MIT press, 2017 |
| ISBN/ISSN/EAN : | 978-0-262-03627-6 |
| Format : | IX, 230 p. / pdf |
| Note générale : |
La version électronique est disponible par crédits.
Prêt chronodégradable après 21 jours. |
| Langues: | Anglais |
| Index. décimale : | 736 (Marketing relationnel / Promotion des ventes) |
| Catégories : |
Thésaurus du Management COMPORTEMENT DU CONSOMMATEUR ; INTERNET ; TELEPHONIE |
| Résumé : | How the smartphone can become a personal concierge (not a stalker) in the mobile marketing revolution of smarter companies, value-seeking consumers, and curated offers.Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers.Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, Ghose describes some intriguingly contradictory consumer behavior: people seek spontaneity, but they are predictable; they find advertising annoying, but they fear missing out; they value their privacy, but they increasingly use personal data as currency. (source Dawsonenter) |
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