4/4/2000
This look at marketing in one of today's hottest industries opens with a caveat: its figures are probably already obsolete. As the author acknowledges in the first paragraph, "Any attempt to describe the wireless industry is like trying to describe a bullet as it passes by." Although the numbers for the bullet in question can't help but go out of date on an hourly basis, the marketing principles here remain sound, and are tailored for executives in this volatile arena. The author, a wireless consultant in Washington, DC with 20 years of experience in telecommunications, believes that while the wireless industry has tapped into a huge consumer demand, companies are spending far more than necessary to acquire customers. His book demonstrates how to close the gap.