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Artech House UK
Marketing Telecommunications Services: New Approaches for a Changing Environment

Marketing Telecommunications Services: New Approaches for a Changing Environment

By (author): Karen G. Strouse
Copyright: 1999
Pages: 365
ISBN: 9781580530156

Print Book £87.00 Qty:
Gain the leading-edge intelligence and insight needed to market telecommunications services successfully amidst greater competition from local exchange companies, deregulation of long-distance services, and the proliferation of wireless technology with this first-of-its-kind resource. Whether you're a novice or veteran marketing professional, you find valuable guidance in developing the most effective marketing strategies, improving market readiness, and increasing profitability in this rapidly expanding marketplace. Specifically, you get comprehensive coverage of fundamental marketing concepts, competitive intelligence and insight on 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, pricing, and more. Marketing Telecommunications Services identifies customer demands for tailored communications service and details the challenges spurred by intense price competition, significant churn, and constant technological change. It helps measure your readiness to operate effectively in a fully competitive market and provides in-depth coverage of sophisticated computer technologies available to help you implement powerful marketing strategies.
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.
  • Karen G. Strouse Karen Strouse is the owner of Management Solutions, a telecommunications consulting firm. She previously served as director of strategic planning for the Bell Atlantic Corporation and consulting manager for Deloitte and Touche. She holds an M.A. in communications from Temple University, and an M.B.A. from St. Joseph University. She is also the author of Strategies for Success in the New Telecommunications Marketplace and Marketing Telecommunications Services: New Approaches for a Changing Environment (Artech House, 2001, 1999).
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