Telecom Marketing - Case Selection

Author: Kuang Bin (Compiler)
Publisher:
Publish Date: 2005-06-01
Features: As the sister volume to "Telecom Marketing - Essentials of Theory," this book is a comprehensive collection of telecom marketing cases. The author tracks, organizes, and analyzes major marketing events and iconic marketing cases in China's telecom industry since 2000, showcasing the achievements, shortcomings, and dilemmas of the industry. It focuses on promoting typical marketing cases from the global telecom operations sector. The book presents a panoramic view and interprets classic cases such as China Unicom's CDMA, CTCS (Mini-com), China Mobile's "Mobile Dream," (M-Zone), and i-mode, while also introducing and analyzing representative telecom marketing cases. The selection of cases in this book balances scale, paying attention to grand events without oversimplifying them, and valuing "the devil in the details" without dismissing them as insignificant. Each case is written with distinct characteristics, making the book highly readable. The narratives are objective and fair, preserving the original essence of the cases. The analyses reflect multiple perspectives, avoiding narrow viewpoints. The commentary is precise and targeted, going beyond superficial observations. This book is suitable for telecom operations management personnel and marketing professionals, as well as students in telecom management and marketing programs at universities and colleges, and MBA students aspiring to enter the telecom operations industry.