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Winning telco customers using marketing databases [electronic resource] / Rob Mattison.

By: Mattison, Rob.
Material type: TextTextSeries: Artech House telecommunications library: Publisher: Boston : Artech House, c1999Description: 1 online resource (xxxix, 344 p.) : ill.ISBN: 158053242X (electronic bk.); 9781580532426 (electronic bk.).Subject(s): Telecommunication -- Marketing | BUSINESS & ECONOMICS -- Industries -- Media & Communications | TECHNOLOGY & ENGINEERING -- Telecommunications | Electronic booksGenre/Form: Electronic books.Additional physical formats: Print version:: Winning telco customers using marketing databases.DDC classification: 384/.068/8 Online resources: EBSCOhost
Contents:
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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Includes index.

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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