Winning Telco Customers Using Marketing Databases

by Rob Mattison

With telecommunications competition intensifying, it's clear that the telcos with the most effective marketing programs will win market share. Here's the book that shows you how to develop a competitive marketing process and utilize the latest strategies in database marketing to capture and keep the best and most profitable customers. Written by a recognized authority in the field, this valuable book helps you better organize your marketing program and get the most out of your marketing budget. You learn how to fine-tune your marketing operations, build and use a marketing database, and take full advantage of billing systems and call detail information. You also review some of today's most successful telecommunications marketing campaigns and see how they achieved their specific strategic objectives.

384 pages, Unbound

First published January 1, 1999