Marketing Wireless Products

Sarah-Jayne Gratton, Dean A. Gratton

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Paperback

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English

Butterworth-Heinemann Ltd
11 March 2004

Computer networking & communications

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.

By: Sarah-Jayne Gratton, Dean A. Gratton
Imprint: Butterworth-Heinemann Ltd
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm, Spine: 19mm
Weight: 430g
ISBN: 9780750659369
ISBN 10: 075065936X
Pages: 288
Publication Date: 11 March 2004
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

History and Theory; Part 1 A brief history of wireless technology; Part 2 How wireless technology works; Part 3 What makes a wireless product sell?; Part 4 Comparing wireless technologies; Part 5 History and Theory; Part 6 The birth of an idea, Johan Åkesson; Part 7 Marketing IBM wireless leadership: technology, inhibitors, strategy and solutions, Dr Ronald Sperano; Part 8 From entrapment to freedom, Gary Evans; Part 9 Marketing wireless: a manufacturer’s perspective, Nick Hunn; Part 10 Mobilian marketing: using all available channels for marketing influence and intelligence, Wade Gillham; Part 11 Short-distance wireless: marketing 802.11 and Bluetooth, Tom Siep; Part 12 A pioneer for mobile communications, Emeka Derrick; Part 13 Marketing the advanced operating system for mobile phones, Simon Garth, Andrie de Vries; Part 14 Looking to the Future; Part 15 Where do we go from here?; Part 16 Conclusions drawn and lessons learned;

"Sarah-Jayne Gratton is a leading voice in technology marketing with her articles being regularly featured in a number of national magazines and newspapers. She became President of the Women in Business Society in 2000 and is the co-founder and Director of both GA Technology and Camden Publications (a UK publications house specialising in consumer related magazines and journals). Sarah-Jayne holds an upper class honours degree in Education and Psychology, along with a Masters Degree in Psychology. She is a prominent member of the CIMTech and her company, GA Technology, is an adopter member of the Bluetooth SIG. In 2000, Sarah-Jayne launched eWomensWeb.com, an e-magazine for UK executive women that has been described by the national press, as ""the best of all the sites"" aimed at women today.You can contact Sarah-Jayne at sarah@ga-technology.com. Dean Anthony Gratton is an independent technology consultant and author. He has worked within the communications industry for over ten years and has undertaken consultancy for a number of high profile companies to include Philips Consumer Electronics, TDK Systems Europe, Alcatel Microelectronics, Plantronics Inc., Sony and 3Com Europe. Dean has also been an active contributor to a number of technology committees. Moreover, his work on defining new aspects of wireless technology has been patented and he is recognized as one of the leading authorities on wireless application development and visionary engineering. Dean is the author of a number of articles and papers as well as several bestselling books on wireless technology, namely Marketing Wireless Products, Butterworth Heinemann (an imprint of Elsevier), 2004 and Bluetooth Profiles: The Definitive Guide, Prentice Hall PTR, 2002. You can contact Dean at dean@ga-technology.com."