Winning Telco Customers Using Marketing Databases

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Overview

With telecommunications competition becoming more intense everyday, it's clear that the telcos with the most effective marketing programs will win market share. Here's the book that shows you how to develop a competitive marketing process and utilize the latest strategies in database marketing to capture and keep the best and most profitable customers.

"...shows how to fine-tune marketing operations, build & use a marketing database, and take full advantage of billing systems & call detail ...

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More About This Book

Overview

With telecommunications competition becoming more intense everyday, it's clear that the telcos with the most effective marketing programs will win market share. Here's the book that shows you how to develop a competitive marketing process and utilize the latest strategies in database marketing to capture and keep the best and most profitable customers.

"...shows how to fine-tune marketing operations, build & use a marketing database, and take full advantage of billing systems & call detail information...aims at capturing & keeping the best & most profitable customers."

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Editorial Reviews

Booknews
This book teaches telecommunications companies how to develop a competitive marketing process and how to utilize database marketing to gain and maintain relationships with profitable customers. Mattison, author and consultant to the telecommunications industry, discusses organization strategies, how to use billing systems and call information, and how to make use of marketing media, including direct marketing and accents these lessons with examples of successful telecom marketing campaigns to highlight ways to increase and keep a strong customer base. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781580530361
  • Publisher: Artech House, Incorporated
  • Publication date: 10/1/1999
  • Series: Telecommunications Library Series
  • Edition number: 1
  • Pages: 338
  • Product dimensions: 6.28 (w) x 9.26 (h) x 1.17 (d)

Meet the Author

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.

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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. Modeling. Marketing Database Architecture. Marketing Database Functionality. List Management. Campaign Management. Acquisition. Retention. Wallet Share.

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