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- W2485056545 abstract "On the basis of five theses it is illustrated how the mobile phone becomes the essential building block within commercial multi-channel concepts. One key issue being the telling of ‘brand stories’, told across various media or ‘stages’. If the stories being told are compelling enough one can convert brand supporters into brand addicts, who in the best case scenario wouldn’t want to miss a single performance of their favorite brand." @default.
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- W2485056545 date "2012-05-03" @default.
- W2485056545 modified "2023-09-25" @default.
- W2485056545 title "Brand Driven Mobile Marketing" @default.
- W2485056545 doi "https://doi.org/10.4018/978-1-4666-1598-4.ch073" @default.
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