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

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

by Frederick Newell, Katherine N. Lemon
     
 
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.

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.

Product Details

ISBN-13:
9780071374378
Publisher:
McGraw-Hill Companies, The
Publication date:
07/01/1901
Pages:
330
Product dimensions:
6.38(w) x 9.34(h) x 1.27(d)

What People are saying about this

Thomas Bodenberg
"Wireless Rules is an excellent guide and pathfinder through the brave new world of wireless customer relationship management. It starts with CRM, layering the 'want-it-now' aspect of e-CRM, and tops it off with the 'want it everywhere, every time' aspect of wireless. While this book holds out the promise of wireless for all to see, it also presents a balanced, level-headed view of the problems and challenges that await the successful wireless marketer, therefore establishing not only a go-to-market framework, but a technological agenda as well."
--Senior Associate, The Conference Board
Charles Weir
Once again, the authors have caused us to stretch beyond the operational rules of today's retail environment to focus on consumer behavior today. As wireless appliances develop and personal technology improves, new retail connections will be available to consumers from their desktop and personal devices to their automobiles and home appliances. Creativity, innovation, and partnerships will allow entry for new retail players and raise the stakes for current retail companies. The winners will be positioned to capture loyalty at unprecedented levels! (Group Leader Acxiom Retail Group)
Michael Rouse
"Wireless Rules is the only guide you'll need to master the art and science of transforming information into competitive advantage."
--Corporate Manager, CRM, Toyota Motor Sales USA
Sandra Gudat
"Wireless Rules is a MUST read for anyone who wants to prevail in the 'new frontier' of marketing. Customer communication as we have known it is changing forever. Newell and Lemon provide the essential roadmap to traverse this exciting and uncharted territory."
--President and CEO, Customer Communications Group
Higham
"I hope you enjoy Wireless Rules as much as I have. Unless, that is, you're my competitor, in which case I think you should read something else."
--Chief Marketing Officer, Wal-Mart
Siber
"Climb aboard the wireless rocket, strap yourself in and get ready for the ride of your life."
--Partner and Worldwide Managing Director, Wireless Practice Accenture

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