Wireless Marketing [Hardcover]

Robert A. Steuernagel (Author)

Book Description

ISBN-10: 0471316504 | ISBN-13: 978-0471316503 | Publication Date: October 8, 1999 | Edition: 1

Everything you need to know about marketing wireless services and devices

Despite its remarkable success, the wireless communications industry has demonstrated little savvy in marketing its wares. Wireless Marketing sets out to change this situation. Written by industry insider and bestselling author Robert Steuernagel, this book offers a complete set of marketing techniques that can substantially influence your company's bottom line. Whether you are in marketing and sales or a service engineer, working for cellular carriers or other wireless phone services--you'll get practical, nontechnical, step-by-step advice tailored to this rapidly expanding market. Based on Steuernagel's 1992 book Cellular Marketing, this unique, up-to-date work helps you to:

• Create a marketing plan and organize a marketing department
• Sell wireless services and compete effectively in the era of PCS and ESMR
• Deal with marketing-related issues such as pricing, sales, advertising, promotion, and product management
• Use market definition, competitive analysis, performance measurement, and productivity to boost sales and competitiveness
• Appreciate how the marketing strategy is closely linked to engineering, finance, and operations

Editorial Reviews

Review

"Steuernagel...devotes his second book to techniques for marketing the wireless industry..."--SciTech Book News March 2001

From the Back Cover

"

Everything you need to know about marketing wireless services and devices

Despite its remarkable success, the wireless communications industry has demonstrated little savvy in marketing its wares. Wireless Marketing sets out to change this situation. Written by industry insider and bestselling author Robert Steuernagel, this book offers a complete set of marketing techniques that can substantially influence your company's bottom line. Whether you are in marketing and sales or a service engineer, working for cellular carriers or other wireless phone services--you'll get practical, nontechnical, step-by-step advice tailored to this rapidly expanding market. Based on Steuernagel's 1992 book Cellular Marketing, this unique, up-to-date work helps you to:Create a marketing plan and organize a marketing departmentSell wireless services and compete effectively in the era of PCS and ESMRDeal with marketing-related issues such as pricing, sales, advertising, promotion, and product managementUse market definition, competitive analysis, performance measurement, and productivity to boost sales and competitivenessAppreciate how the marketing strategy is closely linked to engineering, finance, and operations

See all Editorial Reviews

Product Details

• Hardcover: 162 pages
• Publisher: Wiley-Interscience; 1 edition (October 8, 1999)
• Language: English
• ISBN-10: 0471316504
• ISBN-13: 978-0471316503
• Product Dimensions: 9.6 x 6.4 x 0.7 inches
• Shipping Weight: 15.2 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #6,205,586 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars Wireless Marketing, May 30, 2000

By 

Tom Mchugh (Mission Viejo, California) - See all my reviews

This review is from: Wireless Marketing (Hardcover)

Mr. Steuernagel's excellent treatise on the methodology and application of marketing principles to wireless telephony belongs on the desktop of every manager in the industry. He takes the serious reader from the very early period of wireless development to today's environment. He discusses the strategies employed by the most successful wireless providers and how such success has been maintained by modifying marketing and sales/distribution as the target markets evolved from professionals and small business owners and operators to the consumers of today.

Pros and cons of direct sales, contractor sales agencies and other sales partners are covered and compared. Business strategy and planning are clearly addressed. Image, with emphasis on highest quality at fair prices is highlighted as a key differentiator in the competitive markets of today.

In summary the wealth of information in this book will allow the marketing planner to avoid mistakes and select methods that will insure success in marketing and distributing this versatile but intangible product that must be experienced to be understood and appreciated.

Though the purpose of his book is to provide facts, not forecast, I had hoped that Mr. Steuernagel would have included a discussion of the vast marketing opportunities and challenges for wireless that are just ahead. The next several years will redefine the wireless industry and services in ways we have not seen since introductions of laptop computers, credit cards, transistor radios, CDs and the internet. All of these necessities of today will be incorporated to some degree in the next generation of phones and service.

Perhaps he is saving this for his next book. If so, I look forward to reading it as well.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Needed Resource for the Industry, May 1, 2000

By 

Elliott Hamilton - See all my reviews

This review is from: Wireless Marketing (Hardcover)

As a 10 year industry veteran, I was very impressed by the overall scope and depth that this book provides for wireless marketing. It is a must read for those entering the industry as well for those of us who wants an up to date perspective on the shifting paradigms of wireless marketing and distribution.