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
Tabla de Contenidos:
  • The marketing WAR
  • Welcome to the world of telecommunications marketing
  • The role of marketing in telecommunications
  • An Introduction to Telecommunications Marketing
  • We Don't Need to Market--We Are the Phone Company!
  • We are the phone company!
  • Understanding competition in telecommunications
  • The role of marketing in the telecommunications firm
  • Why is the integration of marketing the key to success?
  • An Introduction to Telecommunications Marketing
  • What is marketing anyway?
  • Initiating the process
  • Understanding campaigns
  • Margins: the pricing and profitability issue
  • Multidimensional view of telco marketing
  • Line of business combinations
  • The Core Marketing Process
  • The elusive marketing process
  • The core marketing process
  • Prioritization and goal setting
  • Modeling
  • Campaign development
  • Feedback mechanisms and the marketing database
  • Providing support for the marketing process
  • The telco marketing database
  • Timing issues with the marketing process
  • Understanding Marketing Campaigns
  • Telecommunications Strategy and Campaigns
  • Strategy and campaigning
  • Principal assets of a telecommunications company
  • Marketing strategy development
  • Campaigns and telecommunications
  • Media, Messages, and Outsourcing
  • Media
  • Messages and missions: the relationship between marketing, sales, and customer service
  • Messages: what do you want to convey?
  • Media and message development: the role of agencies and outsourcing
  • Direct Marketing
  • Definition of terms.

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