Wireless Marketing

Wireless Marketing

by Robert A. Steuernagel
     
 

Everything you need to know about marketing wireless services and devices

Despite its remarkable success, the wireless communications industry has demonstrated little savvy in marketing its wares. Wireless Marketing sets out to change this situation. Written by industry insider and bestselling author Robert Steuernagel, this book offers a complete set of marketing

…  See more details below

Overview

Everything you need to know about marketing wireless services and devices

Despite its remarkable success, the wireless communications industry has demonstrated little savvy in marketing its wares. Wireless Marketing sets out to change this situation. Written by industry insider and bestselling author Robert Steuernagel, this book offers a complete set of marketing techniques that can substantially influence your company's bottom line. Whether you are in marketing and sales or a service engineer, working for cellular carriers or other wireless phone services--you'll get practical, nontechnical, step-by-step advice tailored to this rapidly expanding market. Based on Steuernagel's 1992 book Cellular Marketing, this unique, up-to-date work helps you to:

  • Create a marketing plan and organize a marketing department
  • Sell wireless services and compete effectively in the era of PCS and ESMR
  • Deal with marketing-related issues such as pricing, sales, advertising, promotion, and product management
  • Use market definition, competitive analysis, performance measurement, and productivity to boost sales and competitiveness
  • Appreciate how the marketing strategy is closely linked to engineering, finance, and operations

Read More

Editorial Reviews

From the Publisher
"Steuernagel...devotes his second book to techniques for marketing the wireless industry..." —SciTech Book News March 2001
Booknews
Steuernagel, an independent consultant, devotes his second book to techniques for marketing the wireless industry, offering practical, nontechnical advice to marketing and sales managers and executives as well as managers at all levels and functions. Among the topics he covers: market and product definition, the marketing organization, strategic planning, pricing, sales channels, advertising, marketing measurement, and competitive behavior and analysis. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780471316503
Publisher:
Wiley
Publication date:
01/28/1999
Pages:
162
Product dimensions:
6.42(w) x 9.57(h) x 0.66(d)

Meet the Author

ROBERT A. STEUERNAGEL is Vice President for The Strategis Group, Inc. A wireless industry veteran with over twenty years' experience, he has served as a senior level telecommunications executive for such companies as Authentix Network, Inc., Bell Atlantic International Wireless, Bell Atlantic Mobile, AirTouch, and AT&T's Advanced Mobile Phone Service. His bestselling book The Cellular Connection, now in a fourth edition, is also available from Wiley.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >