Wireless rules: new marketing strategies for customer relationship management anytime, anywhere
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York <<[u.a.]>>
McGraw-Hill
2001
|
| Subjects: | |
| Online Access: | Publisher description Table of contents Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XXII, 330 S. 24 cm |
| ISBN: | 007137437X |
Staff View
MARC
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| 245 | 1 | 0 | |a Wireless rules |b new marketing strategies for customer relationship management anytime, anywhere |c Frederick Newell and Katherine Newell Lemon |
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Record in the Search Index
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|---|---|
| adam_text | Contents Foreword xv
Preface xvii
Acknowledgments xxi
PART 1: The Wireless Juggernaut
Chapter 1: Dick Tracy and Captain Kirk Were Right 3
They re not just gadgets anymore
Chapter 2: Are You Ready to Cut the Cord? 6
Welcome to the wireless world
Chapter 3: Plus Ca Change, Plus Cost la Meme Chose ... Nan! 19
Wireless communication will change our lives
Chapter 4: Could Claude MonBt Have Painted His Giverny Garden on
This Tiny Screen? 34
A new communication challenge
PART 2: From Fantasy to Reality-Creating A3* Dialog
*A3 (A Cubed) = Anytime, Anywhere, Any Device
Chapter 5: Why the Designers Will Hate It 45
If s not just the screen size
Chapter 6: Where Will the Money Be? 53
A completely new advertising medium
Chapter 7: It Still Takes Permission 64 How can we make our communications acceptable?
Chapter 8: Your Home Is in Your Pocket 72
... And if s a mess
xi
xii Contents
PART 3: Wireless CHM-Ifs Not Just the Technology, Stupid
Chapter 9: Back to the Future of CRM 83
The rules of CRM still apply
Chapter 10: Will CRM Anytime, Anywhere Help Us Gat Back to the Days of the
Neighborhood Butcher? 93
Real-time wireless communication means customers want it now
Chapter 11: True Love on the Tiny Screen 99
Can you really make love anytime, anywhere?
Chapter 12: Loyalty Programs after the Cord Is Cut 107 At last, a universal loyalty card
Chapter 13: Tlie Good NBWs-They Know Wheralfau Are 113 The bad news-they know where you are
PART 4: Pervasive Wiraless-You Cant Leave (or Stay) Home Without It
Chapter 14: Your Car Called 123 __ If s ready to be picked up
Chapter 15, Wearable Wireless-A New Fashion Trend 156 Technology becomes personal
Chapter IB: Does This MBanThBy Know That I fat in the Bathroom? 145 Issues of security and privacy
Chapter 17: She s on Vacation and Can t Be Reached 159 Disengaging as new signal of wealth and power
Chapter IB: Home Is Where the Wires Were 168 My home is my castle-in the air
Guest Interlude: The Future of Marketing in a Wireless World 176 Hy Kevin Dark, Program Director of Brand Management for IBM
Mobile Computing
PART 5: It Touches All of Us-You d Better Gat Ready!
Chapter 19: Ifs More Real Than You Think 189 How wireless devices transform the customer experience
Contents xiii
Chapter 20: Will Those Tiny Screens Create More Paper Mail? 198
For CHM, the next Web is here and if s print
Chapter 21: Will You Be Reading Your Morning Newspaper on the Phone? 204
New challenges for editors and publishers
Chapter 22: Can You Sell to Your Corporate Customer While He s Riding
on a Bus? 212
Sales, service, and inventory right an the factory floor-or CHM in the
customer s pocket
Chapter 23: You Don t Need a Desk to Be a Busuisssperson Anymore 219
Ifs business anytime, anywhere-and ifs full of magic and minefields
Chapter 24: Save and Spend, Buy and Cell 232
The new wireless CHM far financial services
Chapter 25: Strange Bedfellows 242
New partnerships and alliances you d never think possible
Chapter 26: Will She Still Need Your Store? 250 A special word for retailers
PART 6: New Tools, New Challenges
Chapter 27: Branding in the M-World 265
The brand is still critical-and its roles are changing
Chapter 28: The Seven Dwarfs Will Need New Tools 272 Organizational challenges intensify
Chapter 29: Metrics for M-Commsrce 280
Rethinking the way we measure success
Chapter 30: When Do We Get Rid of the Horses? 288
Or: How not tD he roadkill on the wireless communication superhighway
Chapter 31: A Look to the Future 299 Don t stop now-there s more excitement on the way
Endnotes 311
Index 323
|
| adam_txt |
Contents Foreword xv
Preface xvii
Acknowledgments xxi
PART 1: The Wireless Juggernaut
Chapter 1: Dick Tracy and Captain Kirk Were Right 3
They're not just gadgets anymore
Chapter 2: Are You Ready to Cut the Cord? 6
Welcome to the wireless world
Chapter 3: Plus Ca Change, Plus Cost la Meme Chose . Nan! 19
Wireless communication will change our lives
Chapter 4: Could Claude MonBt Have Painted His Giverny Garden on
This Tiny Screen? 34
A new communication challenge
PART 2: From Fantasy to Reality-Creating A3* Dialog
*A3 (A Cubed) = Anytime, Anywhere, Any Device
Chapter 5: Why the Designers Will Hate It 45
If s not just the screen size
Chapter 6: Where Will the Money Be? 53
A completely new advertising medium
Chapter 7: It Still Takes Permission 64 How can we make our communications acceptable?
Chapter 8: Your Home Is in Your Pocket 72
. And if s a mess
xi
xii Contents
PART 3: Wireless CHM-Ifs Not Just the Technology, Stupid
Chapter 9: Back to the Future of CRM 83
The rules of CRM still apply
Chapter 10: Will CRM Anytime, Anywhere Help Us Gat Back to the Days of the
Neighborhood Butcher? 93
Real-time wireless communication means customers want it now
Chapter 11: True Love on the Tiny Screen 99
Can you really make love anytime, anywhere?
Chapter 12: Loyalty Programs after the Cord Is Cut 107 At last, a universal loyalty card
Chapter 13: Tlie Good NBWs-They Know Wheralfau Are 113 The bad news-they know where you are
PART 4: Pervasive Wiraless-You Cant Leave (or Stay) Home Without It
Chapter 14: Your Car Called 123 _ If s ready to be picked up
Chapter 15, Wearable Wireless-A New Fashion Trend 156 Technology becomes personal
Chapter IB: Does This MBanThBy Know That I fat in the Bathroom? 145 Issues of security and privacy
Chapter 17: She's on Vacation and Can't Be Reached 159 Disengaging as new signal of wealth and power
Chapter IB: Home Is Where the Wires Were 168 My home is my castle-in the air
Guest Interlude: The Future of Marketing in a Wireless World 176 Hy Kevin Dark, Program Director of Brand Management for IBM
Mobile Computing
PART 5: It Touches All of Us-You'd Better Gat Ready!
Chapter 19: Ifs More Real Than You Think 189 How wireless devices transform the customer experience
Contents xiii
Chapter 20: Will Those Tiny Screens Create More Paper Mail? 198
For CHM, the next Web is here and if s print
Chapter 21: Will You Be Reading Your Morning Newspaper on the Phone? 204
New challenges for editors and publishers
Chapter 22: Can You Sell to Your Corporate Customer While He's Riding
on a Bus? 212
Sales, service, and inventory right an the factory floor-or CHM in the
customer's pocket
Chapter 23: You Don't Need a Desk to Be a Busuisssperson Anymore 219
Ifs business anytime, anywhere-and ifs full of magic and minefields
Chapter 24: Save and Spend, Buy and Cell 232
The new wireless CHM far financial services
Chapter 25: Strange Bedfellows 242
New partnerships and alliances you'd never think possible
Chapter 26: Will She Still Need Your Store? 250 A special word for retailers
PART 6: New Tools, New Challenges
Chapter 27: Branding in the M-World 265
The brand is still critical-and its roles are changing
Chapter 28: The Seven Dwarfs Will Need New Tools 272 Organizational challenges intensify
Chapter 29: Metrics for M-Commsrce 280
Rethinking the way we measure success
Chapter 30: When Do We Get Rid of the Horses? 288
Or: How not tD he roadkill on the wireless communication superhighway
Chapter 31: A Look to the Future 299 Don't stop now-there's more excitement on the way
Endnotes 311
Index 323 |
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| spelling | Newell, Frederick 1926- Verfasser (DE-588)124111696 aut Wireless rules new marketing strategies for customer relationship management anytime, anywhere Frederick Newell and Katherine Newell Lemon New York <<[u.a.]>> McGraw-Hill 2001 XXII, 330 S. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing Internet marketing Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 s Kundenmanagement (DE-588)4236865-0 s DE-604 Beziehungsmanagement (DE-588)4326109-7 s Lemon, Katherine N. Verfasser (DE-588)124111602 aut http://www.loc.gov/catdir/description/mh024/2001030689.html Publisher description http://www.loc.gov/catdir/toc/mh023/2001030689.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016846029&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Newell, Frederick 1926- Lemon, Katherine N. Wireless rules new marketing strategies for customer relationship management anytime, anywhere Marketing Internet marketing Beziehungsmanagement (DE-588)4326109-7 gnd Marketingstrategie (DE-588)4120697-6 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4326109-7 (DE-588)4120697-6 (DE-588)4236865-0 |
| title | Wireless rules new marketing strategies for customer relationship management anytime, anywhere |
| title_auth | Wireless rules new marketing strategies for customer relationship management anytime, anywhere |
| title_exact_search | Wireless rules new marketing strategies for customer relationship management anytime, anywhere |
| title_exact_search_txtP | Wireless rules new marketing strategies for customer relationship management anytime, anywhere |
| title_full | Wireless rules new marketing strategies for customer relationship management anytime, anywhere Frederick Newell and Katherine Newell Lemon |
| title_fullStr | Wireless rules new marketing strategies for customer relationship management anytime, anywhere Frederick Newell and Katherine Newell Lemon |
| title_full_unstemmed | Wireless rules new marketing strategies for customer relationship management anytime, anywhere Frederick Newell and Katherine Newell Lemon |
| title_short | Wireless rules |
| title_sort | wireless rules new marketing strategies for customer relationship management anytime anywhere |
| title_sub | new marketing strategies for customer relationship management anytime, anywhere |
| topic | Marketing Internet marketing Beziehungsmanagement (DE-588)4326109-7 gnd Marketingstrategie (DE-588)4120697-6 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Marketing Internet marketing Beziehungsmanagement Marketingstrategie Kundenmanagement |
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