Cover image for Marketing telecommunications services : new approaches for a changing environment
Title:
Marketing telecommunications services : new approaches for a changing environment
Author:
Strouse, Karen G.
Personal Author:
Publication Information:
Boston : Artech House, [1999]

©1999
Physical Description:
xvi, 337 pages : illustrations ; 24 cm.
Language:
English
ISBN:
9781580530156
Format :
Book

Available:*

Library
Call Number
Material Type
Home Location
Status
Central Library HE7775 .S796 1999 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

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.


Author Notes

Karen G. Strouse holds BA and MA degrees in communications from Temple University, and an MBA in Finance from St. Joseph University.

Strouse is the owner of Management Solutions, a consulting firm specializing in telecommunications. She previously served as director of strategic planning for the Bell Atlantic Corporation and consulting manager for Deloitte & Touche. She is also the author of Marketing Telecommunications Services: New Approaches for a Changing Environment (Artech House, 1999).

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Table of Contents

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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