Global business-to-consumer mobile and wireless revenues are predicted to reach £120 billion by the end of 2004, and mobile marketing has now become a mainstream marketing tool. To achieve such tremendous gains, marketers must identify and reach their mobile audience. This book is designed to teach marketers how to tap into this potential. Mobile Marketing is as different from traditional marketing as Internet marketing was, and this book will outline methods and techniques for: defining and implementing a wireless marketing strategy Making sense of what can be a technically and commercially confusing industry. Providing a wealth of carefully chosen international cases and examples to demonstrate techniques in the real world Written by experienced practitioners with experience of advising major international companies on both strategy and individual campaigns in the mobile sector, and supported by a website to update users on developments in the filed it will be an essential guide and reference for professional marketers and marketing students. * A complete and authoritative overview of marketing strategies for the mobile world * Written by practitioners with real experience of mobile marketing in action and packed with international case studies * Supported by an updated website detailing events and developments in the sector