Marketing telecommunications services : new approaches for a changing environment
著者
書誌事項
Marketing telecommunications services : new approaches for a changing environment
（The Artech House telecommunication library）
Artech House, c1999
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Provides both novices and veteran marketing professionals with guidance in developing the most effective marketing strategies, improving market readiness, and increasing profitability in the telecommunications services marketplace. Coverage of fundamental marketing concepts is given, along with insight into the marketing activities of telecommunications carriers; descriptions of the changes caused by deregulation; and implementation instructions for marketing strategies in channel selection, entry, market segmentation, and pricing. The text also covers the sophisticated computer technologies available to help implement powerful marketing strategies.
目次
The Lessons of History. Competitive Markets. Marketing Planning. Competitive Intelligence. Market Segmentation. Channel Strategies. Direct Sales. Indirect Sales. Branding. Service Development. Pricing. Bundling. Advertising. Customer Care. Customer Profiling and Data Management. Customer Loyalty and Managing Churn. Company Organization. Strategic Technology.
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