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Wireless rules
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Librairie Eyrolles - Paris 5e

Wireless rules

Wireless rules

New marketing strategies for customer relationship management anytime, anywhere

Frederick Newell, Katherine Newell Lemon

330 pages, parution le 01/08/2001


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
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."
­­Richard Siber
Partner and Worldwide Managing Director, Wireless Practice

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.
  • (and more...)

Caractéristiques techniques

Éditeur(s) Mc Graw Hill
Auteur(s) Frederick Newell, Katherine Newell Lemon
Parution 01/08/2001
Nb. de pages 330
Format 16 x 23,5
Couverture Relié
Poids 479g
Intérieur Noir et Blanc
EAN13 9780071374378


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