Winning Telco Customers Using Marketing Databases (Artech House Telecommunications Library) - Hardcover

Mattison, Robert

Hardcover

ISBN 10: 1580530362 ISBN 13: 9781580530361

Publisher: 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.

About this title

About the Author

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.

Edition details

• Publisher: Artech House Publishers
• Publication date: 1999
• Language: English
• ISBN 10: 1580530362
• ISBN 13: 9781580530361
• Binding: Hardcover
• Number of pages: 338