Customer-Centered Telecommunications Services Marketing
In today's telecommunications services industry, rapidly changing technologies and a decline in growth are creating intense competition where the customers' quest for value is of paramount importance. Offering you a survival strategy based on customer-centered marketing, this forward-looking resource helps you assess your company's market potential and target desirable segments successfully. You gain practical insight in evaluating your present customer base and learn the best ways to adjust...
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In this guide to the current telecommunications market, Strouse, a telecommunications consultant and former Bell Atlantic strategic planning director, advises professionals to build their marketing strategies around customers, rather than focusing on equipment, regulations or investors. She offers strategies for pricing and branding and for using technology to improve market planning and budgeting. Annotation ©2004 Book News, Inc., Portland, OR
1The state of the telecommunications industry12The nature of telecommunications competition153The marketing plan for a customer-centered telecommunications enterprise274Market research395Customer demand516Competitive intelligence637Channel management778Stakeholder management919Market segmentation10510Pricing11711Customer loyalty, retention, and churn13112The customer relationship management process14313Branding15714Marketing-based innovation17115Customer-centered technology marketing183
