Winning telco customers using marketing databases /

"In today's deregulated and highly competitive telecommunications marketplace, effective marketing is every bit as critical as a telco's technical competence. This book shows how to make the best use of marketing technology and organize the marketing department to perform at its highe...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Mattison, Rob
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Boston : Artech House, ©1999.
Colección:Artech House telecommunications library.
Temas:
Telecommunication > Marketing.
BUSINESS & ECONOMICS > Industries > Media & Communications.
TECHNOLOGY & ENGINEERING > Telecommunications.
Telecommunication > Marketing
Acceso en línea:Texto completo

MARC

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245 1 0 |a Winning telco customers using marketing databases /  |c Rob Mattison. 
260 |a Boston :  |b Artech House,  |c ©1999. 
300 |a 1 online resource (xxxix, 344 pages) :  |b illustrations 
336 |a text  |b txt  |2 rdacontent 
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490 1 |a Artech House telecommunications library 
500 |a Includes index. 
505 0 0 |t The marketing WAR --  |t Welcome to the world of telecommunications marketing --  |t The role of marketing in telecommunications --  |t An Introduction to Telecommunications Marketing --  |t We Don't Need to Market--We Are the Phone Company! --  |t We are the phone company! --  |t Understanding competition in telecommunications --  |t The role of marketing in the telecommunications firm --  |t Why is the integration of marketing the key to success? --  |t An Introduction to Telecommunications Marketing --  |t What is marketing anyway? --  |t Initiating the process --  |t Understanding campaigns --  |t Margins: the pricing and profitability issue --  |t Multidimensional view of telco marketing --  |t Line of business combinations --  |t The Core Marketing Process --  |t The elusive marketing process --  |t The core marketing process --  |t Prioritization and goal setting --  |t Modeling --  |t Campaign development --  |t Feedback mechanisms and the marketing database --  |t Providing support for the marketing process --  |t The telco marketing database --  |t Timing issues with the marketing process --  |t Understanding Marketing Campaigns --  |t Telecommunications Strategy and Campaigns --  |t Strategy and campaigning --  |t Principal assets of a telecommunications company --  |t Marketing strategy development --  |t Campaigns and telecommunications --  |t Media, Messages, and Outsourcing --  |t Media --  |t Messages and missions: the relationship between marketing, sales, and customer service --  |t Messages: what do you want to convey? --  |t Media and message development: the role of agencies and outsourcing --  |t Direct Marketing --  |t Definition of terms. 
588 0 |a Print version record. 
504 |a Includes bibliographical references and index. 
520 1 |a "In today's deregulated and highly competitive telecommunications marketplace, effective marketing is every bit as critical as a telco's technical competence. This book shows how to make the best use of marketing technology and organize the marketing department to perform at its highest level."--BOOK JACKET. "Here's practical advice on the key roles of team formation, modeling, campaign planning and statistical analysis, and how to make the best use of available marketing media, including direct marketing."--Jacket 
546 |a English. 
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650 7 |a Telecommunication  |x Marketing  |2 fast 
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