Winning telco customers using marketing databases /:
"In today's deregulated and highly competitive telecommunications marketplace, effective marketing is every bit as critical as a telco's technical competence. This book shows how to make the best use of marketing technology and organize the marketing department to perform at its highe...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Boston :
Artech House,
©1999.
|
| Schriftenreihe: | Artech House telecommunications library.
|
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "In today's deregulated and highly competitive telecommunications marketplace, effective marketing is every bit as critical as a telco's technical competence. This book shows how to make the best use of marketing technology and organize the marketing department to perform at its highest level."--BOOK JACKET. "Here's practical advice on the key roles of team formation, modeling, campaign planning and statistical analysis, and how to make the best use of available marketing media, including direct marketing."--Jacket |
| Beschreibung: | Includes index. |
| Beschreibung: | 1 online resource (xxxix, 344 pages) : illustrations |
| Bibliographie: | Includes bibliographical references and index. |
| ISBN: | 158053242X 9781580532426 |
Internformat
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| 245 | 1 | 0 | |a Winning telco customers using marketing databases / |c Rob Mattison. |
| 260 | |a Boston : |b Artech House, |c ©1999. | ||
| 300 | |a 1 online resource (xxxix, 344 pages) : |b illustrations | ||
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| 500 | |a Includes index. | ||
| 505 | 0 | 0 | |t The marketing WAR -- |t Welcome to the world of telecommunications marketing -- |t The role of marketing in telecommunications -- |t An Introduction to Telecommunications Marketing -- |t We Don't Need to Market--We Are the Phone Company! -- |t We are the phone company! -- |t Understanding competition in telecommunications -- |t The role of marketing in the telecommunications firm -- |t Why is the integration of marketing the key to success? -- |t An Introduction to Telecommunications Marketing -- |t What is marketing anyway? -- |t Initiating the process -- |t Understanding campaigns -- |t Margins: the pricing and profitability issue -- |t Multidimensional view of telco marketing -- |t Line of business combinations -- |t The Core Marketing Process -- |t The elusive marketing process -- |t The core marketing process -- |t Prioritization and goal setting -- |t Modeling -- |t Campaign development -- |t Feedback mechanisms and the marketing database -- |t Providing support for the marketing process -- |t The telco marketing database -- |t Timing issues with the marketing process -- |t Understanding Marketing Campaigns -- |t Telecommunications Strategy and Campaigns -- |t Strategy and campaigning -- |t Principal assets of a telecommunications company -- |t Marketing strategy development -- |t Campaigns and telecommunications -- |t Media, Messages, and Outsourcing -- |t Media -- |t Messages and missions: the relationship between marketing, sales, and customer service -- |t Messages: what do you want to convey? -- |t Media and message development: the role of agencies and outsourcing -- |t Direct Marketing -- |t Definition of terms. |
| 588 | 0 | |a Print version record. | |
| 504 | |a Includes bibliographical references and index. | ||
| 520 | 1 | |a "In today's deregulated and highly competitive telecommunications marketplace, effective marketing is every bit as critical as a telco's technical competence. This book shows how to make the best use of marketing technology and organize the marketing department to perform at its highest level."--BOOK JACKET. "Here's practical advice on the key roles of team formation, modeling, campaign planning and statistical analysis, and how to make the best use of available marketing media, including direct marketing."--Jacket | |
| 546 | |a English. | ||
| 650 | 0 | |a Telecommunication |x Marketing. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industries |x Media & Communications. |2 bisacsh | |
| 650 | 7 | |a TECHNOLOGY & ENGINEERING |x Telecommunications. |2 bisacsh | |
| 650 | 7 | |a Telecommunication |x Marketing |2 fast | |
| 758 | |i has work: |a Winning telco customers using marketing databases (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGk9WpMVQPXmdtCtWWtWTb |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Mattison, Rob. |t Winning telco customers using marketing databases. |d Boston : Artech House, ©1999 |z 1580530362 |w (DLC) 99036699 |w (OCoLC)41601284 |
| 830 | 0 | |a Artech House telecommunications library. |0 http://id.loc.gov/authorities/names/n42002466 | |
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| callnumber-subject | HE - Transportation and Communications |
| collection | ZDB-4-EBU |
| contents | The marketing WAR -- Welcome to the world of telecommunications marketing -- The role of marketing in telecommunications -- An Introduction to Telecommunications Marketing -- We Don't Need to Market--We Are the Phone Company! -- We are the phone company! -- Understanding competition in telecommunications -- The role of marketing in the telecommunications firm -- Why is the integration of marketing the key to success? -- What is marketing anyway? -- Initiating the process -- Understanding campaigns -- Margins: the pricing and profitability issue -- Multidimensional view of telco marketing -- Line of business combinations -- The Core Marketing Process -- The elusive marketing process -- The core marketing process -- Prioritization and goal setting -- Modeling -- Campaign development -- Feedback mechanisms and the marketing database -- Providing support for the marketing process -- The telco marketing database -- Timing issues with the marketing process -- Understanding Marketing Campaigns -- Telecommunications Strategy and Campaigns -- Strategy and campaigning -- Principal assets of a telecommunications company -- Marketing strategy development -- Campaigns and telecommunications -- Media, Messages, and Outsourcing -- Media -- Messages and missions: the relationship between marketing, sales, and customer service -- Messages: what do you want to convey? -- Media and message development: the role of agencies and outsourcing -- Direct Marketing -- Definition of terms. |
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| discipline | Wirtschaftswissenschaften |
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| id | ZDB-4-EBU-ocm45732174 |
| illustrated | Illustrated |
| indexdate | 2024-11-26T14:48:55Z |
| institution | BVB |
| isbn | 158053242X 9781580532426 |
| language | English |
| lccn | 99036699 |
| oclc_num | 45732174 |
| open_access_boolean | |
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| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (xxxix, 344 pages) : illustrations |
| psigel | ZDB-4-EBU |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Artech House, |
| record_format | marc |
| series | Artech House telecommunications library. |
| series2 | Artech House telecommunications library |
| spelling | Mattison, Rob. Winning telco customers using marketing databases / Rob Mattison. Boston : Artech House, ©1999. 1 online resource (xxxix, 344 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Artech House telecommunications library Includes index. The marketing WAR -- Welcome to the world of telecommunications marketing -- The role of marketing in telecommunications -- An Introduction to Telecommunications Marketing -- We Don't Need to Market--We Are the Phone Company! -- We are the phone company! -- Understanding competition in telecommunications -- The role of marketing in the telecommunications firm -- Why is the integration of marketing the key to success? -- An Introduction to Telecommunications Marketing -- What is marketing anyway? -- Initiating the process -- Understanding campaigns -- Margins: the pricing and profitability issue -- Multidimensional view of telco marketing -- Line of business combinations -- The Core Marketing Process -- The elusive marketing process -- The core marketing process -- Prioritization and goal setting -- Modeling -- Campaign development -- Feedback mechanisms and the marketing database -- Providing support for the marketing process -- The telco marketing database -- Timing issues with the marketing process -- Understanding Marketing Campaigns -- Telecommunications Strategy and Campaigns -- Strategy and campaigning -- Principal assets of a telecommunications company -- Marketing strategy development -- Campaigns and telecommunications -- Media, Messages, and Outsourcing -- Media -- Messages and missions: the relationship between marketing, sales, and customer service -- Messages: what do you want to convey? -- Media and message development: the role of agencies and outsourcing -- Direct Marketing -- Definition of terms. Print version record. Includes bibliographical references and index. "In today's deregulated and highly competitive telecommunications marketplace, effective marketing is every bit as critical as a telco's technical competence. This book shows how to make the best use of marketing technology and organize the marketing department to perform at its highest level."--BOOK JACKET. "Here's practical advice on the key roles of team formation, modeling, campaign planning and statistical analysis, and how to make the best use of available marketing media, including direct marketing."--Jacket English. Telecommunication Marketing. BUSINESS & ECONOMICS Industries Media & Communications. bisacsh TECHNOLOGY & ENGINEERING Telecommunications. bisacsh Telecommunication Marketing fast has work: Winning telco customers using marketing databases (Text) https://id.oclc.org/worldcat/entity/E39PCGk9WpMVQPXmdtCtWWtWTb https://id.oclc.org/worldcat/ontology/hasWork Print version: Mattison, Rob. Winning telco customers using marketing databases. Boston : Artech House, ©1999 1580530362 (DLC) 99036699 (OCoLC)41601284 Artech House telecommunications library. http://id.loc.gov/authorities/names/n42002466 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=40418 Volltext |
| spellingShingle | Mattison, Rob Winning telco customers using marketing databases / Artech House telecommunications library. The marketing WAR -- Welcome to the world of telecommunications marketing -- The role of marketing in telecommunications -- An Introduction to Telecommunications Marketing -- We Don't Need to Market--We Are the Phone Company! -- We are the phone company! -- Understanding competition in telecommunications -- The role of marketing in the telecommunications firm -- Why is the integration of marketing the key to success? -- What is marketing anyway? -- Initiating the process -- Understanding campaigns -- Margins: the pricing and profitability issue -- Multidimensional view of telco marketing -- Line of business combinations -- The Core Marketing Process -- The elusive marketing process -- The core marketing process -- Prioritization and goal setting -- Modeling -- Campaign development -- Feedback mechanisms and the marketing database -- Providing support for the marketing process -- The telco marketing database -- Timing issues with the marketing process -- Understanding Marketing Campaigns -- Telecommunications Strategy and Campaigns -- Strategy and campaigning -- Principal assets of a telecommunications company -- Marketing strategy development -- Campaigns and telecommunications -- Media, Messages, and Outsourcing -- Media -- Messages and missions: the relationship between marketing, sales, and customer service -- Messages: what do you want to convey? -- Media and message development: the role of agencies and outsourcing -- Direct Marketing -- Definition of terms. Telecommunication Marketing. BUSINESS & ECONOMICS Industries Media & Communications. bisacsh TECHNOLOGY & ENGINEERING Telecommunications. bisacsh Telecommunication Marketing fast |
| title | Winning telco customers using marketing databases / |
| title_alt | The marketing WAR -- Welcome to the world of telecommunications marketing -- The role of marketing in telecommunications -- An Introduction to Telecommunications Marketing -- We Don't Need to Market--We Are the Phone Company! -- We are the phone company! -- Understanding competition in telecommunications -- The role of marketing in the telecommunications firm -- Why is the integration of marketing the key to success? -- What is marketing anyway? -- Initiating the process -- Understanding campaigns -- Margins: the pricing and profitability issue -- Multidimensional view of telco marketing -- Line of business combinations -- The Core Marketing Process -- The elusive marketing process -- The core marketing process -- Prioritization and goal setting -- Modeling -- Campaign development -- Feedback mechanisms and the marketing database -- Providing support for the marketing process -- The telco marketing database -- Timing issues with the marketing process -- Understanding Marketing Campaigns -- Telecommunications Strategy and Campaigns -- Strategy and campaigning -- Principal assets of a telecommunications company -- Marketing strategy development -- Campaigns and telecommunications -- Media, Messages, and Outsourcing -- Media -- Messages and missions: the relationship between marketing, sales, and customer service -- Messages: what do you want to convey? -- Media and message development: the role of agencies and outsourcing -- Direct Marketing -- Definition of terms. |
| title_auth | Winning telco customers using marketing databases / |
| title_exact_search | Winning telco customers using marketing databases / |
| title_full | Winning telco customers using marketing databases / Rob Mattison. |
| title_fullStr | Winning telco customers using marketing databases / Rob Mattison. |
| title_full_unstemmed | Winning telco customers using marketing databases / Rob Mattison. |
| title_short | Winning telco customers using marketing databases / |
| title_sort | winning telco customers using marketing databases |
| topic | Telecommunication Marketing. BUSINESS & ECONOMICS Industries Media & Communications. bisacsh TECHNOLOGY & ENGINEERING Telecommunications. bisacsh Telecommunication Marketing fast |
| topic_facet | Telecommunication Marketing. BUSINESS & ECONOMICS Industries Media & Communications. TECHNOLOGY & ENGINEERING Telecommunications. Telecommunication Marketing |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=40418 |
| work_keys_str_mv | AT mattisonrob winningtelcocustomersusingmarketingdatabases |