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Customer-centered telecommunications services marketing / Karen G. Strouse.
- Format:
- Book
- Author/Creator:
- Strouse, Karen G.
- Series:
- Artech House telecommunications library.
- Artech House telecommunications library
- Language:
- English
- Subjects (All):
- Competition, International.
- Consumer satisfaction.
- Customer relations.
- Telecommunication--Marketing.
- Telecommunication.
- Physical Description:
- 1 online resource (219 p.)
- polychrome.
- Edition:
- 1st ed.
- Place of Publication:
- Boston : Artech House, c2004.
- Language Note:
- English
- System Details:
- data file
- Summary:
- Annotation "Offering a strategy based on customer-centered marketing, this resource helps professionals assess their company's market potential and target desirable segments successfully. Readers gain practical insight in evaluating their present customer base and learn the best ways to adjust their marketing strategies to eliminate unprofitable customers and attract high-value replacements. Moreover, the book helps planners and managers become attuned to customer demand and presents a service portfolio with a high potential for success."--BOOK JACKET. Title Summary field provided by Blackwell North America, Inc. All Rights Reserved.
- Contents:
- Customer-Centered Telecommunications Services Marketing; Contents; Preface xiii; Customer-Centered Telecommunications Services Marketing xiii; 1 The State of the Telecommunications Industry 1; 2 The Nature of Telecommunications Competition 15; 3 The Marketing Plan for a Customer-Centered Telecommunications Enterprise 27; 4 Market Research 39; 5 Customer Demand 51; 6 Competitive Intelligence 63; 7 Channel Management 77; 8 Stakeholder Management 91; 9 Market Segmentation 105; 10 Pricing 117; 11 Customer Loyalty, Retention, and Churn 131; 12 The Customer Relationship Management Process 143
- 13 Branding 15714 Marketing-Based Innovation 171; 15 Customer-Centered Technology Marketing 183; Acronyms 195; About the Author 197; Index 199
- Notes:
- Description based upon print version of record.
- Print version record.
- Includes bibliographical references and index.
- ISBN:
- 978158053855X
- 1-58053-855-X
- OCLC:
- 559835500
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