Marketing Telecommunications Services : New Approaches for a Changing Environment (Artech House Telecommunications Library) (Artech House Telecommunication Library)

Provides both novices and veteran marketing professionals with guidance in developing the most effective marketing strategies, improving market readiness, and increasing profitability in the telecommunications services marketplace. Coverage of fundamental marketing concepts is given, along with insight into 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, and pricing. The text also covers the sophisticated computer technologies available to help implement powerful marketing strategies.

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.

...valuable guidance in developing the most effective marketing strategies, improving market readiness, and increasing profitability...provides in-depth coverage of the sophisticated computer technologies available.

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. For nearly a century, marketing in the telecommunications industry was indirect by most standards.