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Emerging Markets - Customer Acquisition Strategies for the Mobile Communication Market

  • There was hardly another development which influenced the life on earth as much as the development of the communication technology in the last decades. The advantages of mobile communication brought the branch enormeous growth rates. However, for some years an increasing saturation has been looming in the markets especially in the developed nations and new marketing strategies are needed in order for companies to be able to distance themselves from their competitors. Against the background of this situation ICT companies all over the world started to look for new growth opportunities and found them in the so called “emerging markets” of the developing nations. To exploit this potential will be the one central challenge for the mobile communication industry for the next years. With this book I want to direct the gaze of all readers towards these markets which hold an enormous potential for the whole industry. Furthermore, I want to introduce some generic strategic approaches which can help firms to successfully participate in these markets.

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Author:Philip Junge
Series (Serial Number):Konstanzer Managementschriften (Band 1)
Publisher:Hochschule Konstanz Technik, Wirtschaft und Gestaltung
Place of publication:Konstanz
Document Type:Working Paper
Year of Publication:2006
Identifier:Im Katalog der Hochschule Konstanz ansehen
Release Date:2006/10/30
GND Keyword:Emerging Markets; BRIC; Market Entry; Customer Acquisition; Mobile Communication
Edition:1. Aufl.
Page Number:XVII, 86 S.
DDC functional group:330 Wirtschaft
Open Access?:Ja
Licence (German):License LogoKeine CC-Lizenz - Es gilt der Veröffentlichungsvertrag für Publikationen