Marketing telecommunications services : new approaches for a changing environment /

With this single resource, you get comprehensive coverage of fundamental marketing concepts, the latest information available on the marketing activities of telecommunications carriers, and valuable discussion of the continuing impact of U.S. telecommunications deregulation.

Bibliographic Details
Call Number:Libro Electrónico
Main Author: Strouse, Karen G.
Format: Electronic eBook
Language:Inglés
Published: Boston : Artech House, ©1999.
Series:Artech House telecommunications library.
Subjects:
Telecommunication > United States > Marketing.
Telecommunication policy > United States.
Competition > United States.
Télécommunications > Politique gouvernementale > États-Unis.
BUSINESS & ECONOMICS > Industries > Media & Communications.
TECHNOLOGY & ENGINEERING > Telecommunications.
Competition
Telecommunication > Marketing
Telecommunication policy
United States
Online Access:Texto completo
Table of Contents:
  • pt. I. Introduction. 1. The Lessons of History. 2. Competitive Markets
  • pt. II. Assessing the Market. 3. Marketing Planning. 4. Competitive Intelligence. 5. Market Segmentation
  • pt. III. Distribution Strategies. 6. Channel Strategies. 7. Direct Sales. 8. Indirect Sales
  • pt. IV. The Product. 9. Branding. 10. Service Development. 11. Pricing. 12. Bundling. 13. Advertising
  • pt. V. Customer Focus. 14. Customer Care. 15. Customer Profiling and Data Management. 16. Customer Loyalty and Managing Churn
  • pt. VI. A Marketing-Driven Company Infrastructure. 17. Company Organization. 18. Strategic Technology.

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