Rob Mattison - Winning Telco Customers Using Marketing Databases (Artech House Telecommunications Library)

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title	:	Winning Telco Customers Using Marketing Databases Artech House Telecommunications Library
author	:	Mattison, Rob.
publisher	:	Artech House, Inc.
isbn10 | asin	:	1580530362
print isbn13	:	9781580530361
ebook isbn13	:	9781580532426
language	:	English
subject	Telecommunication--Marketing.
publication date	:	1999
lcc	:	HE7631.M376 1999eb
ddc	:	384/.068/8
subject	:	Telecommunication--Marketing.

Page i Winning Telco Customers Using Marketing Databases

Page ii For a complete listing of the Artech House Telecommunications Library, turn to the back of this book.

Page iii Winning Telco Customers Using Marketing Databases Rob Mattison

Page iv Library of Congress Cataloging-in-Publication Data Mattison, Rob. Winning telco customers using marketing databases/ Rob Mattison. p. cm.(Artech House Telecommunications library) Includes bibliographical references and index. ISBN 1-58053-036-2 (alk. paper) 1. TelecommunicationMarketing. I. Title. II. Series. HE7631.M376 1999 384'.068'8dc21 99-36699 CIP British Library Cataloguing in Publication Data Mattison, Robert M. Winning telco customers using marketing databases. (Artech House Telecommunications library) 1. TelecommunicationMarketing I. Title 384'.0688 ISBN 1-58053-036-2 Cover design by Elaine Donnelly. Edited and illustrated by Brigitte Kilger Mattison. 1999 Artech House, Inc. 685 Canton Street Norwood, MA 02062 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: 1-58053-036-2 Library of Congress Catalog Card Number: 99-36699 10 9 8 7 6 5 4 3 2 1

Page v I would like to dedicate this Book to my good friend, Paulo Costa, whose support and insight helped make this Book possible.

Page vii CONTENTS Preface xxiii The Marketing WAR xxiv Acknowledgments xxv Introduction xxvii Welcome to the World of Telecommunications Marketing xxvii Why a Book Like This Is Essential xxvii Telecommunications Is Redefining the World As We Know It xxviii Telecommunications Is Now Considered to Be a Human Right xxviii The Role of Marketing in Telecommunications xxix Why Marketing Is So Crucial xxix The Competitive Imperative xxix Like It or Not, You Must Market xxx

Page viii To Succeed, You Must Market Well xxx The Role of the Marketing Process xxx Developing a Model of the Marketing Process

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