Telecom Marketing -- Key Theoretical Points

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Features: This book covers the main areas of modern marketing and reflects the most advanced achievements both domestically and internationally. While systematically introducing the essence of classic marketing theories, the book also 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 auditing, 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 volume, Telecom Marketing – Case Studies, explains the key theoretical points of this book and records and analyzes vibrant and challenging examples of telecom marketing practices, serving as an extension and complement to it. Target Audience: Telecom operators' management personnel and marketing professionals, as well as students in telecom management and marketing programs at colleges and universities.