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Author Strouse, Karen
Title Customer-Centered Telecommunications Services Marketing
Imprint Norwood : Artech House, 2004
©2004
book jacket
Descript 1 online resource (219 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Note Customer-Centered Telecommunications Services Marketing -- Contents -- Preface xiii -- Customer-Centered Telecommunications Services Marketing xiii -- 1 The State of the Telecommunications Industry 1 -- 1.1 The Need for Customer-Driven Telecommunications Marketing 1 -- 1.2 The State of the Telecommunications Marketplace 3 -- 1.3 The Customer and the Distribution Channel 6 -- 1.4 The Customer and the Decision-Maker 8 -- 1.5 Customers and the Regulatory Environment 11 -- 1.6 Customers and Technology 12 -- 2 The Nature of Telecommunications Competition 15 -- 2.1 Market Structure 15 -- 2.2 Marketing Telecommunications Services as a Commodity 20 -- 2.3 Differentiating Telecommunications Services 22 -- 2.4 Emerging Marketing Opportunities and Strategies of Industry Leaders 24 -- 3 The Marketing Plan for a Customer-Centered Telecommunications Enterprise 27 -- 3.1 The Marketing Planning Process 27 -- 3.2 Directing the Marketing Plan to the Customer 29 -- 3.3 Differentiation Strategies 32 -- 4 Market Research 39 -- 4.1 Data Mining and Customer Profiling 39 -- 4.2 Primary and Secondary Market Research 43 -- 4.3 Yield Management 47 -- 5 Customer Demand 51 -- 5.1 Capital-Intensive Industry Demand 51 -- 5.2 Technology Industry Demand 55 -- 5.3 Price Elasticity and the Demand Curve 56 -- 5.4 Forecasting Demand 58 -- 6 Competitive Intelligence 63 -- 6.1 Developing Competitive Intelligence 63 -- 6.2 Finding Strategic Competitors Before the Customer Does 68 -- 6.3 Perceptual Mapping 71 -- 6.4 Competitive Parity 74 -- 7 Channel Management 77 -- 7.1 Traditional Distribution Channels 77 -- 7.2 Evolving Routes to Market 78 -- 7.3 Cross-Channel Strategies 81 -- 7.4 Partner Relationship Management Systems 83 -- 7.5 E-Business Channel Management 84 -- 7.6 Strategic Alliances 86 -- 7.7 Scoping the Channel as a Customer-Centered Strategy 87 -- 8 Stakeholder Management 91
8.1 The Importance of Stakeholders 91 -- 8.2 Customers as Stakeholders Throughout Changing Regulations 96 -- 8.3 Issues Management 97 -- 8.4 Crisis Management 100 -- 9 Market Segmentation 105 -- 9.1 Markets and Submarkets 105 -- 9.2 Statistical Segmentation Using Cluster Analysis 110 -- 9.3 Market Coverage Strategies 111 -- 9.4 Customer Lifetime Value Management 113 -- 9.5 Making the Most of Undesirable Markets 116 -- 10 Pricing 117 -- 10.1 Avoiding Commodity Pricing 117 -- 10.2 Pricing Strategies 119 -- 10.3 Promotional Pricing 122 -- 10.4 Bundling 123 -- 10.5 Price Discrimination 125 -- 10.6 Pricing for Competitive Parity 127 -- 11 Customer Loyalty, Retention, and Churn 131 -- 11.1 Predicting and Limiting Churn 131 -- 11.2 Strategies for Maintaining Loyalty 134 -- 11.3 Limiting the Costs of Churn 137 -- 11.4 Benefiting from Churn 140 -- 12 The Customer Relationship Management Process 143 -- 12.1 Customer Relationship Management Systems 143 -- 12.2 Using Billing Systems to Enhance Customer Relationships 147 -- 12.3 Customer Self-Service 150 -- 12.4 One-to-One Marketing 153 -- 13 Branding 157 -- 13.1 The Importance of the Brand 157 -- 13.2 Brand Equity 160 -- 13.3 Product Positioning 162 -- 13.4 Branding Commodities 164 -- 13.5 Protecting the Brand 166 -- 14 Marketing-Based Innovation 171 -- 14.1 Distributed Innovation 171 -- 14.2 Marketing Disruptive Technologies 173 -- 14.3 Maintaining an Innovative Organization 177 -- 14.4 Case Study: NTT DoCoMo's i-Mode 180 -- 15 Customer-Centered Technology Marketing 183 -- 15.1 The Uniqueness of Technology Services Marketing 183 -- 15.2 Revisiting the Diffusion of Innovation Curve 188 -- 15.3 Technology Marketing Tools 191 -- Acronyms 195 -- About the Author 197 -- Index 199
In today's telecommunications services industry, rapidly changing technologies and a decline in growth are creating intense competition where the customers' quest for value is of paramount importance. Offering you a survival strategy based on customer-centered marketing, this forward-looking resource helps you assess your company's market potential and target desirable segments successfully. You gain practical insight in evaluating your present customer base and learn the best ways to adjust your marketing strategies to eliminate unprofitable customers and attract high-value replacements. Moreover, the book helps you become attuned to customer demand and present a service portfolio with a high potential for success
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Strouse, Karen Customer-Centered Telecommunications Services Marketing Norwood : Artech House,c2004 9781580538541
Subject Competition, International.;Consumer satisfaction.;Customer relations.;Telecommunication -- Marketing
Electronic books
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