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Karen G. Strouse - Marketing telecommunications services: new approaches for a changing environment

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title Marketing Telecommunications Services New Approaches for a - photo 1

title:Marketing Telecommunications Services : New Approaches for a Changing Environment Artech House Telecommunications Library
author:Strouse, Karen G.
publisher:Artech House, Inc.
isbn10 | asin:158053015X
print isbn13:9781580530156
ebook isbn13:9781580532242
language:English
subjectTelecommunication--United States--Marketing, Telecommunication policy--United States, Competition--United States.
publication date:1999
lcc:HE7775.S796 1999eb
ddc:384/.0973
subject:Telecommunication--United States--Marketing, Telecommunication policy--United States, Competition--United States.
Page i
Marketing Telecommunications Services
New Approaches for a Changing Environment
Page ii
For a complete listing of the Artech House Telecommunications Library, turn to the back of this book.
Page iii
Marketing Telecommunications Services
New Approaches for a Changing Environment
Karen G. Strouse
Page iv Library of Congress Cataloging-in-Publication Data Strouse Karen - photo 2
Page iv
Library of Congress Cataloging-in-Publication Data
Strouse, Karen G.
Marketing telecommunications services : new approaches for a changing environment
/ Karen G. Strouse.
p. cm.(Artech House telecommunication library)
Includes bibliographical references and index
ISBN 0-58053-015-X (alk. paper)
1. TelecommunicationUnited StatesMarketing. 2. Telecommunications
policyUnited States. 3. CompetitionUnited States. I. Title
II. Series: Artech House telecommunications library.
HE7775.S796 1999
384'.0973dc21 99-30838
CIP
British Library Cataloguing in Publication Data
Strouse, Karen G.
Marketing telecommunications services : new approaches for a changing
environment.(Artech House telecommunications library)
1. TelecommunicationUnited StatesMarketing 2. Telecommunication
policyUnited States I. Title
384'.0688
ISBN 1-58053-015-X
Cover design by Lynda Fishbourne
1999 Artech House, Inc.
685 Canton Street
Norwood, MA 02062
All rights reserved
All rights reserved. Printed and bound in the United States of America. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher.
All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Artech House cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark.
International Standard Book Number: 0-58053-015-X
Library of Congress Catalog Card Number: 99-30838
10 9 8 7 6 5 4 3 2
Page v
To my family
Page vii
CONTENTS
Preface
xv
Part I
Introduction
1
1
The Lessons of History
3
Picture 3
The Importance of Marketing
3
Picture 4
Services Marketing
4
Picture 5
Is Competition Here Yet?
6
Picture 6
Monopoly's Slow Demise
9
Picture 7
Quickening the Pace
10
Picture 8
The Cast of Players
11
Picture 9
Leaders in the New Marketplace
13
2
Competitive Markets
21

Page viii
Picture 10
The Transition to Competitive Markets
21
Picture 11
Impact of Deregulation
22
Picture 12
Other Forces Changing the Market
27
Picture 13
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