Winning Telco Customers Using Marketing Databases

by Rob Mattison

With telecommunications competition becoming more intense, it's clear that the telcos with the most effective marketing programmes will win market share. This handbook demonstrates how to develop a... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1580530362
• ISBN13: 9781580530361
• Release Date: October 1999
• Publisher: Artech House Publishers
• Length: 394 Pages
• Weight: 1.63 lbs.
• Dimensions: 1.2" x 6.3" x 9.3"

Customer Reviews

New to telco, read this book !

This is one of the only "introductory" books that actually bring value : after reading it you will understand the whole marketing processes in telco and how the marketing database supports it.It provides a 360° presentation of all the components :- Data sources- Data Analysis (with many segmentation case)- Processes, especially marketing campaign- IT architecture (for managers ...)I believe that the logic presented here can be extended to other industry : financial services, utilities, ...A very good and easy reading

All Telecom Marketing Guys Must Read- VERY PRACTICAL

After reading some database marketing books, I just want to say this book is the best one for telecom direct marketing guys. As a direct marketing professional, I think this practical guide help me build strong confidence to get a related job in the telecompany next year.Thank you, Mr. Mattison!

Great guide to marketing for a modern communications company

As an experienced telecommunications executive, I found this book to be amazingly easy to read, straightforward in its approach and insightful in its application. A MUST READ for anyone dealing with marketing in the communications industry, and any other industry for that matter. MAKES CRM UNDERSTANDABLE AND TANGIBLE.