| Winning Telco Customers Using Marketing Databases Contributor(s): Mattison, Rob (Author) |
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ISBN: 1580530362 ISBN-13: 9781580530361 Publisher: Artech House Publishers OUR PRICE: $84.55 Product Type: Hardcover - Other Formats Published: January 1999 Annotation: With telecommunications competition becoming more intense everyday, it's clear that the telcos with the most effective marketing programs will win market share. Here's the book that shows business planners how to develop a competitive marketing process and utilize the latest strategies in database marketing to capture and keep the best and most profitable customers. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - Telemarketing - Business & Economics | Advertising & Promotion - Computers | Databases - General |
| Dewey: 384.068 |
| LCCN: 99-36699 |
| Series: Artech House Telecommunications Library |
| Physical Information: 1.17" H x 6.28" W x 9.26" (1.63 lbs) 394 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: With telecommunications competition becoming more intense, it's clear that the telcos with the most effective marketing programmes will win market share. This handbook demonstrates how to develop a competitive marketing process and utilize strategies in database marketing to capture and keep the best and most profitable customers. It provides tips on organizing a marketing programme and getting the most out of a marketing budget. It covers how to fine tune marketing operations, build and use a marketing database, and take full advantage of billing systems and call detail information. It also shows how to analyze some of today's most successful telecommunications marketing campaigns and how they achieved their specific strategic objectives. The book supplies practical advice on the key roles of team formation, modelling, campaign planning and statistical analysis, and helps you make the best use of available marketing media, including direct marketing. |