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

by Newell, Frederick

• ISBN13: 9780071374378
• ISBN10: 007137437X
• Format: Hardcover
• Copyright: 2001-07-01
• Publisher: McGraw-Hill

Summary

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 features: * Wireless methods to develop customer loyalty * Case studies of permission marketing and data mining tools * Tips for creating individualized, real-time marketing messages

Author Biography

Frederick Newell is CEO of the international consulting firm Seklemian/Newell. He is one of the most prominent, respected industry experts in customer relationship management and the planning, development, and implementation of customer-focused marketing programs. A member of the Retail Advertising Hall of Fame, Newell speaks to and consults with executives globally on CRM, customer loyalty, and wireless CRM. He is the author of loyalty.com and The New Rules of Marketing.

Katherine Newell Lemon, Ph.D., is assistant professor of Marketing at the Wallace E. Carroll School of Management at Boston College. She is a leading academic expert in customer relationship management and customer equity and has developed and written about key advancements in these areas for several years. Prior to Boston College, Dr. Lemon was on the marketing faculty of the Harvard Business School. Her research appears in leading marketing journals including Journal of Marketing Research and Marketing Science, and she is the coauthor of Driving Customer Equity.

The authors can be reached at [e-mail].

Table of Contents

Part I: The Wireless Juggernaut.

Chapter 1: Dick Tracy and Captain Kirk Were Right.

Chapter 2: Are You Ready to Cut the Cord?

Chapter 3: Plus Ca Change, Plus C'est la Meme Chose...Non!

Chapter 4: Could Claude Monet Have Painted His Giverny Garden on This Tiny Screen?

Part II: From Fantasy to Reality--Creating A³ Dialog.

Chapter 5: Why the Designers Will Hate It.

Chapter 6: Where Will the Money Be?

Chapter 7: It Still Takes Permission.

Chapter 8: Your Home Is In Your Pocket.

Part III: Wireless CRM--It's Not Just the Technology, Stupid.

Chapter 9: Back to the Future of CRM.

Chapter 10: Will CRM Anytime, Anywhere, Help Us Get Back to the Days of the Neighborhood Butcher?

Chapter 11: True Love on the Tiny Screen.

Chapter 12: Loyalty Programs After the Cord is Cut.

Chapter 13: The Good News--They Know Where You Are.

Part IV: Pervasive Wireless--You Can't Leave (Or Stay) Home Without It.

Chapter 14: Your Car Called.

Chapter 15: Wearable Wireless--A New Fashion Trend.

Chapter 16: Does This Mean They Know That I Am in the Bathroom?

Chapter 17: She's on Vacation and Can't Be Reached.

Chapter 18: Home Is Where the Wires Were.

Guest Interlude The Future of Marketing in a Wireless World.

Part V: It Touches All of Us--You'd Better Get Ready!

Chapter 19: It's More Real Than You Think.

Chapter 20: Will Those Tiny Screens Create More Paper Mail?

Chapter 21: Will You Be Reading Your Morning Newspaper on the Phone?

Chapter 22: Can You Sell to Your Corporate Customer While He's Riding on a Bus?

Chapter 23: You Don't Need a Desk to Be a Businessperson Anymore.

Chapter 24: Save and Spend, Buy and Cell.

Chapter 25: Strange Bedfellows.

Chapter 26: Will She Still Need Your Store?

Part VI: New Tools, New Challenges.

Chapter 27: Branding in the M-World.

Chapter 28: The Seven Dwarfs Will Need New Tools.

Chapter 29: Metrics for M-Commerce.

Chapter 30: When Do We Get Rid of the Horses?

Chapter 31: A Look to the Future.