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

by Frederick Newell, Katherine Newell 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. 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 * Wireless methods to develop customer loyalty * Case studies of permission marketing and data mining tools * Tips for creating individualized, real-time marketing messages

330 pages, Hardcover

First published July 6, 2001