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- catalog abstract ""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.".
- catalog contributor b11431617.
- catalog created "1999.".
- catalog date "1999".
- catalog date "1999.".
- catalog dateCopyrighted "1999.".
- catalog description ""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.".
- catalog description "Includes bibliographical references and index.".
- catalog description "pt. 1. An Introduction to Telecommunications Marketing. 1. We Don't Need to Market -- We Are the Phone Company! 2. An Introduction to Telecommunications Marketing. 3. The Core Marketing Process -- pt. 2. Understanding Marketing Campaigns. 4. Telecommunications Strategy and Campaigns. 5. Media, Messages, and Outsourcing. 6. Direct Marketing. 7. Advertising and Promotion. 8. Acquisition, Retention, and Wallet-Share Campaigns -- pt. 3. Analytics. 9. Product, Customer, and Competitive Analysis. 10. Simple Segmentation. 11. Complex Segmentation. 12. Behavioral Segmentation. 13. Scores and Functions -- pt. 4. The Marketing Process. 14. Prioritization and Goal Setting. 15. The Modeling Process. 16. Campaign Development and Execution.".
- catalog extent "xxxix, 344 p. :".
- catalog identifier "1580530362 (alk. paper)".
- catalog isPartOf "Artech House telecommunications library".
- catalog issued "1999".
- catalog issued "1999.".
- catalog language "eng".
- catalog publisher "Boston, Mass. : Artech House,".
- catalog subject "384/.068/8 21".
- catalog subject "HE7631 .M376 1999".
- catalog subject "Telecommunication Marketing.".
- catalog tableOfContents "pt. 1. An Introduction to Telecommunications Marketing. 1. We Don't Need to Market -- We Are the Phone Company! 2. An Introduction to Telecommunications Marketing. 3. The Core Marketing Process -- pt. 2. Understanding Marketing Campaigns. 4. Telecommunications Strategy and Campaigns. 5. Media, Messages, and Outsourcing. 6. Direct Marketing. 7. Advertising and Promotion. 8. Acquisition, Retention, and Wallet-Share Campaigns -- pt. 3. Analytics. 9. Product, Customer, and Competitive Analysis. 10. Simple Segmentation. 11. Complex Segmentation. 12. Behavioral Segmentation. 13. Scores and Functions -- pt. 4. The Marketing Process. 14. Prioritization and Goal Setting. 15. The Modeling Process. 16. Campaign Development and Execution.".
- catalog title "Winning telco customers using marketing databases / Rob Mattison.".
- catalog type "text".