Branding-Unbound-The-Future-of-Advertising-Sales-1.pdf

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BRANDING
UNBOUND
THE FUTURE OF ADVERTISING, SALES,
AND THE BRAND EXPERIENCE IN THE WIRELESS AGE
RICK MATHIESON
AMERICAN MANAGEMENT ASSOCIATION
New York
Atlanta
•
Brussels
•
Chicago
•
Mexico City
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San Francisco
Shanghai
•
Tokyo
•
Toronto
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Washington, D.C.
•
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Special discounts on bulk quantities of AMACOM books are
available to corporations, professional associations, and other
organizations. For details, contact Special Sales Department,
AMACOM, a division of American Management Association,
1601 Broadway, New York, NY 10019.
Tel.: 212-903-8316. Fax: 212-903-8083.
Web site: www.amacombooks.org
This publication is designed to provide accurate and authoritative
information in regard to the subject matter covered. It is sold with the
understanding that the publisher is not engaged in rendering legal,
accounting, or other professional service. If legal advice or other expert
assistance is required, the services of a competent professional person
should be sought.
Library of Congress Cataloging-in-Publication Data
Mathieson, Rick.
Branding unbound : the future of advertising, sales, and the brand experience in the
wireless age / Rick Mathieson.— 1st ed.
p. cm.
Includes bibliographical references and index.
ISBN 0-8144-7287-7
1. Mobile commerce. 2. Product management. I. Title.
HF5548.34.M38 2005
658.8 72—dc22
2005002544
2005 Rick Mathieson.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced,
stored in a retrieval system,
or transmitted in whole or in part,
in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise,
without the prior written permission of AMACOM,
a division of American Management Association,
1601 Broadway, New York, NY 10019.
Printing number
0987654321
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FOR JUDY AND KATE,
MY REASONS
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