Telecom Marketing: Key Theories

Author: Kuang Bin
Publisher:
Publish Date: 2005-05-01
Features: This book covers the main areas of modern marketing and reflects the cutting-edge achievements both domestically and internationally. While systematically introducing the essence of classic marketing theories, the book pays special attention to regulation, ethics, and social responsibility, as well as service marketing, relationship marketing, IMC, positioning theory, operational support systems, marketing control and audit, enriching the growing field of telecom marketing with valuable content. It integrates common consulting analysis tools such as SWOT analysis, the Boston Matrix, and the Balanced Scorecard, adding a methodological dimension. Tailored to the characteristics of the telecom industry, the book discusses hot and challenging topics such as universal service, standardized contracts and unfair terms, price regulation, total marketing, the 97 Project, as well as forward-looking subjects like VoIP, FTTH, SLA, number portability, MVNOs, and diverse pricing models, giving the book a strong industry flavor. The sister book, Telecom Marketing – Case Studies, interprets the key theoretical points of this book and records and analyzes vibrant and challenging typical telecom marketing practices, serving as an extension and complement to it. Target Audience: Telecom operators' management personnel and marketing professionals, as well as students majoring in telecom management and marketing at colleges and universities.