Customer-Centered Telecommunications Services Marketing

In today's telecommunications services industry, rapidly changing technologies and a decline in growth are creating intense competition where the customers' quest for value is of paramount importance. Offering you a survival strategy based on customer-centered marketing, this forward-looking resource helps you assess your company's market potential and target desirable segments successfully. You gain practical insight in evaluating your present customer base and learn the best ways to adjust your marketing strategies to eliminate unprofitable customers and attract high-value replacements. Moreover, the book helps you become attuned to customer demand and present a service portfolio with a high potential for success. This practical volume features numerous examples of successful strategies in the telecommunications market, offering you invaluable competitive intelligence and direction. With an emphasis on enabling technologies, the book helps you achieve improved marketing planning and budgeting. From market research, market segmentation and pricing, to customer loyalty, branding and new technology, the book covers the essential areas you need to understand to be successful in today's increasingly competitive telecom marketplace.