Telecom marketing

Author: Liu Li
Publisher:
Publish Date: 2003-04-01
Features: This book combines the theory and practice of telecommunications marketing. It first clarifies the concept of the market, the characteristics of the telecommunications market, the essence of telecommunications marketing, the trends of innovation in telecommunications marketing, as well as the new developments in marketing such as customer value, customer satisfaction, and customer relationship management. On this basis, following the general logical relationship of marketing management, it elaborates on the analysis methods of the telecommunications market environment, competitive environment, consumer and group customer purchasing behavior, telecommunications market segmentation, target market selection, and market positioning, as well as the marketing mix strategy of telecommunications. Finally, it introduces the content of marketing planning, organization, and control. This book is suitable for the management and marketing personnel of telecommunications operating enterprises, and can also serve as a training textbook for marketing in telecommunications operating enterprises.