Winning telco customers using marketing databases [electronic resource] / Rob Mattison.

Includes index.

The marketing WAR -- Welcome to the world of telecommunications marketing -- The role of marketing in telecommunications -- An Introduction to Telecommunications Marketing -- We Don't Need to Market--We Are the Phone Company! -- We are the phone company! -- Understanding competition in telecommunications -- The role of marketing in the telecommunications firm -- Why is the integration of marketing the key to success? -- An Introduction to Telecommunications Marketing -- What is marketing anyway? -- Initiating the process -- Understanding campaigns -- Margins: the pricing and profitability issue -- Multidimensional view of telco marketing -- Line of business combinations -- The Core Marketing Process -- The elusive marketing process -- The core marketing process -- Prioritization and goal setting -- Modeling -- Campaign development -- Feedback mechanisms and the marketing database -- Providing support for the marketing process -- The telco marketing database -- Timing issues with the marketing process -- Understanding Marketing Campaigns -- Telecommunications Strategy and Campaigns -- Strategy and campaigning -- Principal assets of a telecommunications company -- Marketing strategy development -- Campaigns and telecommunications -- Media, Messages, and Outsourcing -- Media -- Messages and missions: the relationship between marketing, sales, and customer service -- Messages: what do you want to convey? -- Media and message development: the role of agencies and outsourcing -- Direct Marketing -- Definition of terms.

Description based on print version record.