附註:Includes bibliographical references and index.
pt. I. Introduction. 1. The Lessons of History. 2. Competitive Markets -- pt. II. Assessing the Market. 3. Marketing Planning. 4. Competitive Intelligence. 5. Market Segmentation -- pt. III. Distribution Strategies. 6. Channel Strategies. 7. Direct Sales. 8. Indirect Sales -- pt. IV. The Product. 9. Branding. 10. Service Development. 11. Pricing. 12. Bundling. 13. Advertising -- pt. V. Customer Focus. 14. Customer Care. 15. Customer Profiling and Data Management. 16. Customer Loyalty and Managing Churn -- pt. VI. A Marketing-Driven Company Infrastructure. 17. Company Organization. 18. Strategic Technology.
摘要: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.
