Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere

Overview

Within three years, more than 500 million people will be using some form of wireless device. To marketers just learning the rules of online sales, the marketing possibilities of wireless communications are staggering. This emerging technology, already established in Europe and Asia, opens the door for countless e-marketing and mobile-marketing opportunities?and risks.
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i>Wireless Rules shows marketers how to safely, and effectively, ...

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Overview

Within three years, more than 500 million people will be using some form of wireless device. To marketers just learning the rules of online sales, the marketing possibilities of wireless communications are staggering. This emerging technology, already established in Europe and Asia, opens the door for countless e-marketing and mobile-marketing opportunities—and risks.
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i>Wireless Rules shows marketers how to safely, and effectively, impact customers in the wireless have-it-now culture. The first comprehensive guide to go beyond obsolete strategic frameworks to outline customer-centric wireless techniques, it features:
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* Wireless methods to develop customer loyalty
* Case studies of permission marketing and data mining tools
* Tips for creating individualized, real-time marketing messages
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Innovative CRM Strategies for the Emerging World of Mobile Commerce

Use of wireless technologies, already common in Europe and Asia, is primed for an enormous impact on marketing in the United States. Make no mistake—wireless marketing will be here, and it will be dominant. Wireless Rules provides both the framework and the details necessary for wireless success—and explains proven techniques and leading-edge strategies for successful marketing in this new world of instant, anytime, anywhere communication.

Wireless has arrived. Wireless Rules shows you how to market to customers in the new wireless have-it-now culture—on the customer's terms. But more than that, it explains how your business can incorporate wireless technologies into existing operations and strategies, and how wireless can create extraordinary value for your organization and your customers.

The first comprehensive guide to the new mobile world, Wireless Rules goes beyond traditional frameworks to outline a state-of-the-art, customer-centric approach to wireless marketing for both the B2B and B2C enterprise. It features:

  • Customer Relationship Management (CRM) strategies for successfully interacting with customers anytime, anywhere, on their terms—via any device
  • Wireless strategies to develop customer loyalty
  • The essentials of the new anytime, anywhere permission marketing
  • Tactics for creating individualized real-time marketing dialog
  • Key insights into how wireless technologies will add value to the mobile work force
  • Strategies for building brand equity with wireless
  • Tips for understanding the key challenges of creating an m-marketing organization

In short, everything you need to know to get started with your wireless strategy is inside these pages. Wireless Rules will teach you the language of wireless and reveal to you the important changes you must make to manage and strengthen customer relationships in the new m-world.

Frederick Newell and Katherine Newell Lemon were among the first to outline the changing rules of personalized customer relationship management in the digital age. Now let this expert team show you how to prepare your organization for the transition to a wireless future—a future that is happening now, in virtually every facet of every business.

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Editorial Reviews

From Barnes & Noble
According to loyalty.com author Frederick Newell, Customer Relations Management is the next level of database marketing. Wireless Rules projects that developing revolution into a world in which more than half a billion people will be using wireless devices. It explains how managers can use wireless methods to develop, not alienate customer loyalty and offers tips for creating individualized, real-time marketing messages. A wealth of cutting-edge information.
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Product Details

  • ISBN-13: 9780071374378
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 7/1/1901
  • Edition number: 1
  • Pages: 330
  • Product dimensions: 6.38 (w) x 9.34 (h) x 1.27 (d)

Table of Contents

Part I: The Wireless Juggernaut.
Chapter 1: Dick Tracy and Captain Kirk Were Right.
Chapter 2: Are You Ready to Cut the Cord?
Chapter 3: Plus Ca Change, Plus C'est la Meme Chose...Non!
Chapter 4: Could Claude Monet Have Painted His Giverny Garden on This Tiny Screen?
Part II: From Fantasy to Reality—Creating A3 Dialog.
Chapter 5: Why the Designers Will Hate It.
Chapter 6: Where Will the Money Be?
Chapter 7: It Still Takes Permission.
Chapter 8: Your Home Is In Your Pocket.
Part III: Wireless CRM—It's Not Just the Technology, Stupid.
Chapter 9: Back to the Future of CRM.
Chapter 10: Will CRM Anytime, Anywhere, Help Us Get Back to the Days of the Neighborhood Butcher?
Chapter 11: True Love on the Tiny Screen.
Chapter 12: Loyalty Programs After the Cord is Cut.
Chapter 13: The Good News—They Know Where You Are.
Part IV: Pervasive Wireless—You Can't Leave (Or Stay) Home Without It.
Chapter 14: Your Car Called.
Chapter 15: Wearable Wireless—A New Fashion Trend.
(and more...)
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Foreword

Wireless has arrived. Wireless Rules shows you how to market to customers in the new wireless have-it-now culture­­on the customer's terms. But more than that, it explains how your business can incorporate wireless technologies into existing operations and strategies, and how wireless can create extraordinary value for your organization and your customers.

The first comprehensive guide to the new mobile world, Wireless Rules goes beyond traditional frameworks to outline a state-of-the-art, customer-centric approach to wireless marketing for both the B2B and B2C enterprise. It features:

  • Customer Relationship Management (CRM) strategies for successfully interacting with customers anytime, anywhere, on their terms­­via any device
  • Wireless strategies to develop customer loyalty
  • The essentials of the new anytime, anywhere permission marketing
  • Tactics for creating individualized real-time marketing dialog
  • Key insights into how wireless technologies will add value to the mobile work force
  • Strategies for building brand equity with wireless
  • Tips for understanding the key challenges of creating an m-marketing organization

In short, everything you need to know to get started with your wireless strategy is inside these pages. Wireless Rules will teach you the language of wireless and reveal to you the important changes you must make to manage and strengthen customer relationships in the new m-world.

Frederick Newell and Katherine Newell Lemon were among the first to outline the changing rules of personalized customer relationship management in the digital age. Now let this expert team show you how to prepare your organization for the transition to a wireless future­­a future that is happening now, in virtually every facet of every business.

Read More Show Less

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted July 22, 2001

    Don't Disconnect from Wireless Opportunities!

    Just when you were starting to get comfortable with using the Internet as part of your business model, along comes wireless electronic communications to complicate matters! Much of what you learned about working with the Internet will not work with wireless electronic connections. For example, the amount of information the a screen holds is tiny. Also, a cellular telephone message can be more intrusive. Those who receive the messages can more easily be overwhelmed. And on the problems go. Before you start to think that all of this will be something that others will have to deal with, think again! Wireless connectivity already reaches tens of millions of people in Europe, Japan, and the United States. The numbers will swell to hundreds of millions of people within five years. So, wireless communications for business will expand faster than the Internet did. Are you ready? Probably not. This excellent book explains the likely shape of the new technologies, the practical problems that businesses will have, and how customers and consumers will probably react to the kinds of offerings that people routinely make on the Internet. In many cases, the reaction will be negative. Do you really want to get a discount offer for life insurance while traveling on a highway trying to make a plane? Although no one knows what forms of business will work best on wireless devices (cellular telephones, personal digital assistants, and devices yet to be designed), whenever these are created there will be a tidal wave of opportunity for the early innovators that will make dot-com mania look small by comparison. This book won't answer that question either, but it will help you avoid making many of the worst mistakes as you conceptualize, design, test, and implement. Clearly, business-to-business applications will work pretty well. Adding information to mobility will usually make it easier to do your job. On the other hand, it will be harder for business people to get away from serving their clients . . . unless they provide great ways for the clients to serve themselves. The dicey part comes with consumers. Imagine getting hundreds of e-mails daily on your cellular phone, trying to sell you something you don't want, each one of which costs you money. The cellular carriers can make a bundle, but consumers will be steaming! Clearly, the solution will be all kinds of more elaborate permission marketing that give consumers more flexibility about receiving and responding to communications. Etiquette and consideration will become more important, as will ease of interaction. Anyone who works in a business or uses a cellular telephone will find this book valuable. Read it now to reap the best of the immediate future, or weep as you are victimized by these changes! The wireless business model is about to land like a 8000 pound gorilla on your wireless device! After you finish this book, I suggest that you think about what tasks you can do better with wireless communications than in any other way . . . and how to make those communications pleasant and welcome for you and the recipients! Get straight to the point that the hearer or viewer greatly cares about! Donald Mitchell, co-author of The Irresistible Growth Enterprise and The 2,000 Percent Solution

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