Description
Learn how to organize your marketing operations, build and use a marketing database to support telecommunications activity, take full advantage of billing systems and call detail information, and the different types of marketing strategies available to maintain and expand your roster of profitable customers with this important new resource. With ever-rising levels of competition and the uncertainties of a deregulated telecommunications industry, an organization's survival depends on effective marketing. This book helps you make the most of your marketing budget. You get practical advice concerning the telecommunications marketing process, key roles of team formation, modeling, campaign planning and execution, the role of statistical analysis, and the role of the marketing database. This book helps you...Gain competitive advantage using marketing database technology; Choose hardware and software to create effective campaigns; Coordinate the activities of sales, marketing, operations, credit, and customer service departments; Win new customers and the loyalty of existing customers using retention campaigns; Tap the expertise of direct marketers and data miners to gain market share. Marketing managers, IT department directors, customer service supervisors, and other telecommunications industry professionals will find this book is an indispensable resource for ensuring top-notch organizational performance and superior return on marketing effort investment.
Table Of Contents
We Don 't Need to Market. The Marketing Process. Strategy and Campaign. Marketing and Media Outsourcing. Direct Marketing. Broadcast Media. Teams and Projects. Analysis. Segmentation 1. Segmentation 2. Behavioral Segmentation. Scoring. Modelling. Marketing Database Architecture. Marketing Database Functionality. List Management. Campaign Management. Acquisition. Retention. Wallet Share.
Author
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Robert M. Mattison
Rob Mattison is a leading international authority on knowledge management, database implementation, data warehousing, and data mining. He is the author of five books, and his skills as both a speaker and consultant to the telecommunications industry are in constant demand.