Kim M. Bayne
ISBN: 0-471-12960-7
Paper
304 pages
April 2002

Global business-to-consumer mobile and wireless revenues are predicted to reach $100 billion by the end of 2003 by the Boston Consulting Group. To achieve such tremendous gains, marketers must identify and then reach their mobile audience. Just as Internet marketing was a different ball game from traditional marketing be-fore it, so too wireless marketing requires a whole new set of game plans.