Marketing Telecommunications Services or Meeting and Conventions Management

Marketing Telecommunications Services: New Approaches for a Changing Environment

Author: Karen Strous

With this single resource, you get comprehensive coverage of fundamental marketing concepts, the latest information available on the marketing activities of telecommunications carriers, and valuable discussion of the continuing impact of U.S. telecommunications deregulation.

Booknews

A handbook of the marketing practices that are already being used as the industry is deregulated and becomes more competitive and as technology standardization makes marketing often the only difference between a successful and failed company. After a general introduction, Strouse, a consultant with a background in both communications and finance, covers assessing the market, distribution strategies, the product, customer focus, and a marketing-driven company infrastructure. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

	Preface
Pt. I	Introduction	1
1	The Lessons of History	3
2	Competitive Markets	21
Pt. II	Assessing the Market	39
3	Marketing Planning	41
4	Competitive Intelligence	59
5	Market Segmentation	77
Pt. III	Distribution Strategies	95
6	Channel Strategies	97
7	Direct Sales	115
8	Indirect Sales	133
Pt. IV	The Product	149
9	Branding	151
10	Service Development	169
11	Pricing	185
12	Bundling	203
13	Advertising	217
Pt. V	Customer Focus	233
14	Customer Care	235
15	Customer Profiling and Data Management	253
16	Customer Loyalty and Managing Churn	271
Pt. VI	A Marketing-Driven Company Infrastructure	287
17	Company Organization	289
18	Strategic Technology	305
	Acronyms	319
	About the Author	323
	Index	325

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Meeting and Conventions Management

Author: Marguerite L Weirich

This introduction into the creative challenging world of meeting and conventions planning is presented in a clear concise manner that shows the art as well as the science of good planning.