Mobile Strategy

BOOK TIP In the book "Mobile Strategy", author Mark Wächter explains what the triumphant advance of mobile devices and applications means for existing business models and which marketing strategies promise success today in view of this.Is there anyone who still doubts the scope of the mobile revolution? Certainly not after reading this book. Marketing consultant Mark Wächter points out developments that were just considered "future trends" but are already dominating business today: IT giants are focusing on "mobile first", the mobile advertising market is growing and growing at the expense of all other sectors, and smartphone users are spending several hours a day in front of a screen that not long ago was considered far too small and therefore irrelevant. Readers will learn where the roots of this movement lie, what impact it is having on marketing and retail in particular and how existing business models are being challenged. However, really helpful strategy tips for companies, as the title suggests, can only be found in one short section. getAbstract recommends the book above all to marketers who want to ride the mobile wave or at least not be swept away by it. getAbstract rating: 8Implementability: 6Innovation level: 9Style: 6Publisher: Springer GablerPublication year: 2016Pages: 238ISBN: 9783658060107