Winning telco customers using marketing databases

Rob Mattison

With telecommunications competition becoming more intense, it's clear that the telcos with the most effective marketing programmes will win market share. This handbook demonstrates how to develop a competitive marketing process and utilize strategies in database marketing to capture and keep the best and most profitable customers. It provides tips on organizing a marketing programme and getting the most out of a marketing budget. It covers how to fine tune marketing operations, build and use a marketing database, and take full advantage of billing systems and call detail information. It also shows how to analyze some of today's most successful telecommunications marketing campaigns and how they achieved their specific strategic objectives. The book supplies practical advice on the key roles of team formation, modelling, campaign planning and statistical analysis, and helps you make the best use of available marketing media, including direct marketing.

「Nielsen BookData」より

[目次]

  • 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
  • behavioural segmentation
  • scoring
  • modelling
  • marketing database architecture
  • marketing database functionality
  • list management
  • campaign management
  • acquisition
  • retention
  • wallet share.

「Nielsen BookData」より

この本の情報

書名 Winning telco customers using marketing databases
著作者等 Mattison, Rob
Mattison Robert M.
シリーズ名 The Artech House telecommunication library
出版元 Artech House
刊行年月 c1999
ページ数 xxxix, 344 p.
大きさ 24 cm
ISBN 1580530362
NCID BA44551093
※クリックでCiNii Booksを表示
言語 英語
出版国 アメリカ合衆国
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