Winning Telco Customers Using Marketing Databases - Couverture rigide

Mattison, Robert

Couverture rigide

ISBN 10 : 1580530362 ISBN 13 : 9781580530361

Editeur : Artech House Publishers, 1999

Synopsis

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.

A propos du livre

À propos de l?auteur

Rob Mattison is a leading international authority on knowledge management, database implementation, data warehousing, and data mining. He is the author of five books, and his skills as both a speaker and consultant to the telecommunications industry are in constant demand.

Détails de l'édition

• Éditeur: Artech House Publishers
• Date d'édition: 1999
• Langue: anglais
• ISBN 10: 1580530362
• ISBN 13: 9781580530361
• Reliure: Relié
• Nombre de pages: 338
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible