Average Reviews:
(More customer reviews)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.
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