Marketing Telecommunications Services: New Approaches for a Changing Environment

Gain the leading-edge intelligence and insight needed to market telecommunications services successfully amidst greater competition from local exchange companies, deregulation of long-distance services, and the proliferation of wireless technology with this first-of-its-kind resource. Whether you're a novice or veteran marketing professional, you find valuable guidance in developing the most effective marketing strategies, improving market readiness, and increasing profitability in this rapidly expanding marketplace. Specifically, you get comprehensive coverage of fundamental marketing concepts, competitive intelligence and insight on the marketing activities of telecommunications carriers, descriptions of the changes caused by deregulation, and implementation instructions for marketing strategies in channel selection, entry, market segmentation, pricing, and more.

"Marketing Telecommunications Services" identifies customer demands for tailored communications service and details the challenges spurred by intense price competition, significant churn, and constant technological change. It helps measure your readiness to operate effectively in a fully competitive market and provides in-depth coverage of sophisticated computer technologies available to help you implement powerful marketing strategies.