| 000 -LEADER |
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| fixed length control field |
05983nam a2200445 i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
ebr10838604 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
CaPaEBR |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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| fixed length control field |
cr cn||||||||| |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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140103t20142014nju o 001 0 eng|d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| Cancelled/invalid ISBN |
9781118855188 (pdf) |
|
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| Cancelled/invalid ISBN |
9781118828427 (hardback) |
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| International Standard Book Number |
9781118855188 (e-book) |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
CaPaEBR |
| Language of cataloging |
eng |
| Description conventions |
rda |
| -- |
pn |
| Transcribing agency |
CaPaEBR |
| 035 ## - SYSTEM CONTROL NUMBER |
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| System control number |
(OCoLC)874161764 |
| 050 14 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415.1265 |
| Item number |
.E85 2014eb |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8/72 |
| Edition number |
23 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Eslinger, Tom. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Mobile magic : |
| Remainder of title |
the Saatchi & Saatchi guide to mobile marketing / |
| Statement of responsibility, etc |
Tom Eslinger. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
First Edition. |
| 264 #1 - |
|---|
| -- |
Hoboken : |
| -- |
Wiley, |
| -- |
[2014] |
|
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| -- |
�2014 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
1 online resource (252 pages) |
| 336 ## - |
|---|
| -- |
text |
| -- |
rdacontent |
| 337 ## - |
|---|
| -- |
computer |
| -- |
rdamedia |
| 338 ## - |
|---|
| -- |
online resource |
| -- |
rdacarrier |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes index. |
| 505 8# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Machine generated contents note: Foreword (Kevin Roberts, CEO Worldwide Saatchi & Saatchi) Introduction: Cannes Do 1. Knowing the Terrain Chapter 1: Living in the Screen Age Days of Future's Past The U.S. Plays Catch-up Chapter 2: Why Go Mobile-First? The Mobile Web Why? When? How? Apps vs Mobile Web Your Real-Time Water Cooler Chapter 3: A Crash Course in Mobile Camera Microphone Augmented Reality Accelerometer and Gyroscope Close-range Transmission Processing Power Mobility 2. Understanding the Essentials Chapter 4: The Four Keys to Success Mobile Intimate Social Transactional The Three Ps Checklist Chapter 5: The Sweet Spot Search Just What I Was Looking For All in the Timing Searching for the Answers Social Joining, Having and Starting Conversations More Isn't Always Merrier Look, Listen, Participate The Sweet Spot Dashboard Tools for Monitoring and Distribution: the Non-Mobile Part of Mobile. Chapter 6: Know Thyself (And Thy Audience) Know Your Persona Know Your Voice Know Your Ecosystem Know Your Audience Know Why You're There Chapter 7: Location, Location, Very Specific Location Do I Need a Location-based Component to My App? Surprise and Delight A Short Radius Goes a Long Way Cumulative Location-Tracking The Creep Factor: When Location Goes Too Far Getting Permission 3. Getting Going Chapter 8: How to Budget The Two Components of a Mobile Budget How Much Money Should I Plan to Spend on Mobile? Taking Inventory of Your Mobile Infrastructure Determining Your Budget: Rule of Thumb Complexity Equals Cost Budgeting for Staff Mobile Commerce and Budgeting for Immediate Returns Do Your Research Investing in involvement Hidden Costs The Complexity Scale Budget for Success The Power of Love / Love Don't Cost a Thing Chapter 9: Build Your Team The Research The Interviews The Selection Warning Signs So What Role Do I Play in This? Chapter 10: Interfacing With Design The Success Metric Start with What You Know: The Style Guide Getting the Ball Rolling: The Brief Fingers, Not Eyes: User Flow Diagrams and Wire Frames Do What You Gotta Do Chapter 11: Making the Stuff Know Your Scale Production Part 1: Optimize that Website! Part 2: The Appropriate Next Step What Makes a Good App? Don't Forget About Desktop! Text-Based Marketing An Ethical Law-Abiding Mobile Effort 4. Being and Staying Attractive Chapter 12: Lovemarks Mystery: What's the Story? Sensuality Intimacy Mobile Lovemarks: Lovemark-ception Chapter 13: Communication With Your Audience Keep it on the Straight and Narrow Don't Trick People! Don't Be Coy. Be Relevant. Own Up to Your Mistakes. Time to Shut it Down: Planned Obsolescence The Obsolescence Sine Curve Tell It Straight, Tell It Plain Chapter 14: Selling Everything Everywhere The Perpetual Path to Purchase Showrooming: Where Mobile and Real-World Butt Heads The Long and Winding Road Bring the Store to Them Mobile Magic 5. Ensuring Success Chapter 15: The Finish Line Legal Not Supporting Your Campaign How to Keep Interest in your Mobile App Trying to Do Too Much Chapter 16: Measuring Success Investment vs Involvement Defining the Success Metric Mobile Success as Part of the Larger Picture Finger on the Pulse Lovemarks Return on Involvement Chapter 17.1: Case Story Case Story: Chase for the Charms from Saatchi & Saatchi and Lucky Charms Chapter 17.2: Case Story Case Story: The Tori 500 from Team One and Lexus Chapter 17.3: Case Story Tag the Weather from Saatchi & Saatchi Stockholm & P&G Nordic Chapter 18: The Future The Language of Mobile The Internet of Things Augmented Everything Autonomous Autos Gaming the Gamer Data-Driven Everything Divergence Theory: The Wild World of Mobile Making Mobile Magic. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"A real-world guide to mobile marketing from the head of digital initiatives at Saatchi & Saatchi worldwide. The future of marketing is mobile, with seventy-five percent of the world's population having access to a mobile phone and the average American spending 82 minutes per day using her phone for activities other than talking. To traditional marketers unfamiliar with the special challenges of mobile marketing, this territory feels complicated and even frightening. Mobile magic provides a bird's-eye view of the process of creating great mobile marketing from one of the world's most experienced and successful practitioners"-- |
| -- |
Provided by publisher. |
| 588 ## - |
|---|
| -- |
Description based on print version record. |
| 590 ## - LOCAL NOTE (RLIN) |
|---|
| Local note |
Electronic reproduction. Palo Alto, Calif. : ebrary, 2014. Available via World Wide Web. Access may be limited to ebrary affiliated libraries. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Telemarketing. |
|
|---|
| Topical term or geographic name as entry element |
Internet marketing. |
|
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| 655 #0 - INDEX TERM--GENRE/FORM |
|---|
| Genre/form data or focus term |
Electronic books. |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
|---|
| Display text |
Print version: |
| Main entry heading |
Eslinger, Tom. |
| Title |
Mobile magic : the Saatchi & Saatchi guide to mobile marketing. |
| Place, publisher, and date of publication |
Hoboken : Wiley, [2014] |
| Physical description |
xv, 234 pages |
| International Standard Book Number |
9781118828427 |
| Record control number |
(DLC)10838604 |
| 797 2# - LOCAL ADDED ENTRY--CORPORATE NAME (RLIN) |
|---|
| Corporate name or jurisdiction name as entry element |
ebrary. |
| 856 40 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
http://site.ebrary.com/lib/kliuc/Doc?id=10838604 |
| Public note |
An electronic book accessible through the World Wide Web; click to view |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
E-book |
