In 2001 the nuber of firms engaging in e-commerce is expected to sky rocket from 600,000 to 2.5 million with more than half a billion people expected to be using some kind of wireless device by 2003. As these conditions foster a revolution in wireless communications, companies are finding new ways to lead the charge in around-the-clock, one-to-one communication with their customers. This text outlines a paradigm for marketing: m-marketing, incorporating mobile, wireless, e-commerce and customer communication. This wireless world opens the doors for opportunities - and risks - for marketing professionals. While computer giants like Microsoft, Sun, and Oracle develop programs for wireless devices, marketers must learn to jump ahead of the curve in order to remain competitive. The authors explain how challenging new telecom technologies will impact CRM and what marketers can do to keep customers for life by developing succesful CRM projects in a wireless world. This study helps marketing professionals reach their customers in a way that simple CRM or database marketing cannot. The authors go beyond strategic frameworks and share new ways to offer customer-centric listen-and-learn techniques in today's have-it-now culture of wireless communication. Complete with case studies and action steps readers learn how to improve customer loyalty with individualized messages, how to make the most of B2B opportunities and how to tackle privacy issues.
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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 mistakewireless marketing will be here, and it will be dominant. Wireless Rules provides both the framework and the details necessary for wireless successand explains proven techniques and leading-edge strategies for successful marketing in this new world of instant, anytime, anywhere communication.
Praise for Wireless Rules...
"Knowing how to reach customers in a wireless world is essential to providing exceptional service and building unyielding loyalty, as Fred Newell and Kay Lemon so aptly outline in Wireless Rules. This is a must-read for every serious marketerexcept my competitors!"
Mike Gunn, Executive Vice President, Marketing and Planning, American Airlines
"Wireless Rules is the only guide you'll need to master the art and science of transforming information into competitive advantage."
Michael Rouse, Corporate Manager, CRM, Toyota Motor Sales USA
"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."
Paul Higham, Chief Marketing Officer, Wal-Mart
"Wireless Rules contains eye-opening, vivid descriptions of the coming wireless world and fresh out-of-the-box ideas about coping and winning in the new communication environment. A must read for anyone building brand relationships."
David Aaker, Ph.D. Author, Brand Leadership and Building Strong Brands
"This is one terrific book anyone concerned about attracting and retaining customers in a wireless world must read. Informative and entertaining (you can't read Chapter 11'True Love on the Tiny Screen'without learning something while smiling), it is loaded with powerful insights about how to turn CRM babble into practical, profitable advice. I have recommended this book to all of my clients. "
Kevin J. Clancy, Ph.D., Chairman and CEO, Copernicus Marketing
"This book is a must read for those who want to know how the age of wireless media will be impacting consumers. Wireless Rules is the most comprehensive source I've found on understanding wireless marketing."
Craig Sinclair, Senior Vice President, Advertising, Walgreen's
"For me, reading Wireless Rules was a guide to the prime locations in the new virtual mobile world. Regardless of your business, you are in the communication businessread the book or pack up and go home. "
Crawford Davidson, Head of Advantage Card, Boots the Chemist U.K.
"In the coming years, more than 1 billion Web-enabled wireless phones and personal digital assistants (PDAs) will be in use worldwideincluding 300 million in the U.S. Whether your company has products or services to sellor you just need a better way for your sales force to wirelessly connect with your enterprise systemmobile technologies are likely to have profound impact on the way people live and the way business gets done. So climb aboard the wireless rocket, strap yourself in, and get ready for the ride of your life."
Partner and Worldwide Managing Director, Wireless Practice
From the 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:
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.About the Author:
Frederick Newell is the author of loyalty.com. The CEO of the international consulting firm Seklemian/Newell, for more than 20 years, he has been guiding marketing strategies for a broad spectrum of consumer-marketers across the globe as one of North America's leading experts in database marketing, CRM, and the planning, developing, and implementing of customer-based marketing programs. Mr. Newell is a frequent speaker around the world. He is an author, columnist, contributing editor, and editorial director for several national and international advertising/marketing trade publications; visiting professor at Universidad de Belgrano (Buenos Aries); and visiting lecturer at the Fuqua School of Business at Duke University. Mr. Newell is a member of the Board of Directors and the Executive Committee of the Retail Advertising and Marketing Association, International. A member of the Retail Advertising Hall of Fame, Mr. Newell also is author of The New Rules of Marketing. Katherine Lemon, Ph.D., is co-author of Driving Customer Equity. She is visiting assistant professor of marketing at Harvard Business School, and previously was on the faculty of Duke University's Fuqua School of Business. She has served as a marketing consultant to numerous companies, including IBM, Citigroup, and Siemens. A frequent lecturer, her work has appeared in numerous publications, including Journal of Marketing Research and Marketing Science. Dr. Lemon is president of KNL Associates, LLP, an international marketing and executive consulting firm. She received her Ph.D. from University of California Berkeley.
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Book Description McGraw-Hill Companies, 2001. Hardcover. Book Condition: New. Bookseller Inventory # DADAX007137437X