Telecom Marketing Success: Creating Value for Customers

Author: Shen Aqiang
Publisher:
Publish Date: 2005-04-01
Features: This book combines marketing theory with telecommunications practice, systematically elaborating on the basics of marketing, corporate strategic planning and marketing management, market analysis, marketing research, market selection and market positioning, product strategy, pricing strategy, channel strategy, and promotional strategy. It also introduces the core content of service marketing and customer relationship management. To enhance the practicality for learners, the book includes numerous cases and materials, striving to integrate systematicity, theoretical depth, practicality, and novelty. This book is designed to address the current situation in which Chinese telecommunications enterprises are shifting from single-price competition to comprehensive competition encompassing products, pricing, services, and more. It serves as a training textbook for marketing professionals in the telecommunications industry and can also be used as a reference for students in the telecommunications industry, MBA programs, marketing majors, and business management majors.