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 found the following review helpful:


Needed Resource for the Industry  May 01, 2000 By Elliott Hamilton
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.