Telecom Marketing Management

Author: Xu Xueyue, Editor-in-Chief
Publisher:
Publishing Date: 2005-10-01
Features: This book comprehensively and systematically explains the basic principles and marketing practices of telecommunications marketing. The book is divided into 10 chapters, mainly covering concepts of telecommunications marketing, customer value, environmental analysis, purchase behavior, research and forecasting, market segmentation and target market selection, marketing mix strategies, and marketing management. Corresponding telecommunications marketing cases are provided in each chapter, along with analysis and commentary. This book is based on the requirements of higher vocational education in the field of communications and is written in line with the actual conditions of domestic telecommunications enterprises, making it highly readable. It is suitable for teaching in marketing and management majors of higher vocational colleges in the field of communications, as well as for elective teaching in communication technology majors. It can also serve as a reference book for self-study and training for management and marketing personnel at all levels of telecommunications companies.