Customer Churn Reduction and Retention for Telecoms: Models for All Marketers

by Arthur Middleton Hughes

For the past quarter-century the Telecom industry in the US has been a veritable laboratory of business and marketing practice. The truth of such well-known ideas as Creative Destruction are being borne out as companies rise and fall in wave after wave of innovation, while the limits of others, such as product bundling, are also demonstrated every day. The result has been a Wild West of marketing activity that only intensifies as the changes continue. Intense competition is forcing prices down and will certainly eventually lead to the destruction of several large household-word telecom companies. Who will survive? Industry expert Arthur Middleton Hughes explains what these Telecom enterprises can do to continue to exist. Their salvation rests not in their technologies, Hughes explains, but in their marketing strategies. In highly readable, everyday language, Hughes provides a strategic marketing map for every player in the industry, showing how to apply sophisticated marketing tools to each industry sector and each technology.

281 pages, Hardcover

First published October 5, 2007