Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere. This item is unavailable.Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere

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.

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.