Wireless Rules: New Marketing Strategies for Customer...

Features

• Cover Type: Hard Cover with 330 pages
• Published by: McGraw-Hill Companies July 6, 2001
• Written in: English
• ISBN 10 Number: 007137437X
• ISBN 13 Number: 978-0071374378
• Book Dimensions: 9.3 x 6.4 x 1.3 inches
• Weighs: 1.5 pounds

Mike Gunn, Executive Vice President - Marketing and Planning
This is a must-read for every serious marketer - except my competitors!

Michael Rouse, Corporate Manager, CRM, Toyota Motor Sales USA
Wireless Rules is the only guide you'll need to master the art and science of transforming information into competitive advantage.

Reader Reviews
The ultimate 'holy grail' of the marketing world is 'anyone at anytime at anyplace. The authors, a consultant and academic (and also it appears father and daughter) refer to this phenomenon as "Madison Avenue meets Main Street out for a walk. Mobile commerce is their focus along with how to incorporate that opportunity into your corporate customer relationship management (CRM) campaign. The biggest challenge of this book and many of the new wireless books is that if you don't know the lingo you might be left out. No glossary is included although there is an extensive 'endnotes' section to see where they got the info from. In 31 chapters they cover lots of ground from the future of marketing to advertising-on-the-go to retailer advice. They tell us that more than 1 billion web-enabled phones and PDAs (personal digital assistants will be in the use worldwide (300 million in the US, compared to about 120 million today). They cover examples in b2b(business to business) and in direct-to-consumer marketing. So many chapters, so many topics, if there is any criticism it is that they set out to cover it all. How does wireless fit into the new multi-channel approach to marketing, sales and advertising? What's the new business eco-system that is evolving? Would have loved to have had more of an overview in the beginning. Alas, also no photos or screenshots of the ads and alerts leave us wondering what wireless will look like. Talking about 3G without seeing a phone or a screen is challenging. They do a nice job. Good book to give you an overview. Read with a yellow marker in hand so you can underline what's relevant to your background/mandate. Good reference book. One of the earliest wireless marketing books out there. Would have loved to see a full CRM plan for sample business arenas is retail, franchises, hospitality etc to see how wireless fits into a complete customer relations program. They do mention many applications but are not always specific about what technology, service and integration is used to complete the wireless apps. Would be fascinated to see a review by someone not deeply entrenched in the wireless world. Kudos to the authors for covering the ground they did... Comment | | (Report this)