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In this paper a novel framework for extending QoS to QoE in wireless networks is introduced. Instead of viewing QoE as an off-line apriori mapping between users' subjective perspective of their service quality and specific networking metrics, we treat QoE provisioning as a dynamic process that enables users to express their preference with respect to the instantaneous experience of their service performance, at the network's resource management mechanism. Specifically, we exploit network utility maximization (NUM) theory to efficiently correlate QoE and user-application interactions with the QoS-aware resource allocation process, through the dynamic adaptation of users' service-aware utility functions. The realization of the proposed approach in a CDMA cellular network supporting multimedia services is demonstrated and the achieved benefits from both end-users' and operators' point of view are discussed and evaluated.