WIRELESS RULES

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

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 wirelessrules@earthlink.net.