Customer-Centered: Telecommunications Services Marketing - download pdf or read online

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By Karen G. Strouse

ISBN-10: 1580538541

ISBN-13: 9781580538541

ISBN-10: 158053855X

ISBN-13: 9781580538558

In ultra-modern telecommunications companies undefined, swiftly altering applied sciences and a decline in progress are growing excessive pageant the place the shoppers' quest for price is of paramount significance. supplying telecom carrier services a survival approach according to customer-centered advertising, this forward-looking source is helping strategic planners and executives examine their company's industry strength and aim fascinating segments effectively. pros achieve sensible perception in comparing their current consumer base and research the easiest how you can regulate their advertising and marketing recommendations to cast off unprofitable shoppers and allure high-value replacements. in addition, the booklet is helping pros turn into attuned to consumer call for and current a provider portfolio with a excessive strength for fulfillment.

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Additional info for Customer-Centered: Telecommunications Services Marketing (Artech House Telecommunications Library)

Example text

For all the attention on very specific business plans, very few enterprises bother to evaluate the previous plan’s results in the context of the planning process. The value of this process goes beyond whether the enterprise performed to expectations. It evaluates the entire marketing planning process: whether the assumptions were valid, what divisions did not participate in planning and might have improved the plan or results if they had, and where better planning might have seen opportunities on time to exploit them.

By no means is the technology assessment a technical description. Its purpose is to evaluate existing and potential markets for technologies available for deployment within the time horizon of the marketing plan. After the analysis of the surrounding environment, the market plan should address the service provider’s strategic approach to the marketplace. ” The first, operational excellence, offers services at the least price and at minimal inconvenience. The second, product leadership, offers leading edge or superior quality telecommunications services to its demanding market.

One effective strategy for the industry leader is to attack oneself. Entrepreneurs created a large dial-around segment in the early 1990s largely through a flanking strategy. Targeting low-cost seekers in the undifferentiated longdistance market attracted 15% of consumer callers [6]. In 1997, MCI joined with an unbranded alternative called Telecom USA and captured a leadership position while legitimizing the market with national advertising campaigns. 36 Customer-Centered Telecommunications Services Marketing Eventually, AT&T weighed in with its own offering, thus attacking its own leadership position with an unbranded alternative.

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Customer-Centered: Telecommunications Services Marketing (Artech House Telecommunications Library) by Karen G. Strouse


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