Arthur Hughes has written several groundbreaking works on how to retain customers. Now he has done one for the high-churn telecom business. First he describes the problems faced by the telcos, then offers solutions. His antidote to increasing commodization? Analytics. Every marketer should read it. Ray Schultz, Editorial Director, Direct, Promo, and Chief Marketer --Ray Schultz, Direct
Arthur Hughes has demystified the telecom industry along with its convergence and new techologies and presents a clear, concise overview of telecom best practices. This converging story is applicable to many other business categories--media, publishing, retail/catalog/online, travel, financial services to name just a few. The lessons learned here are powerful takeaways for any serious marketer, direct marketer or database marketer trying to anticipate future opportunities and stay ahead of the competition. The challenges facing the telecom world--customer churn, service commodity, price resistence-- and the solutions--product extension, repurposing product, multi-channel marketing, multi-product solutions, cross sell, upsell and frequency marketing programs--apply to all aspects of today's (and tomorrow's) competitive business environments. Pegg Nadler Vice President, Databse Marketing Hachette Filipachi Media US --Pegg Nadler, Hachette Filipachi Media US
Like his previous volumes, Arthur Hughes new book delivers far more than its title implies. All marketers and especially telecom industry executives will discover a great deal they didn t know -- a goldmine of knowledge and experience and how to put it to productive and profitable use. Peter J. Rosenwald Founding Partner: Consult Partners Former Director, Wunderman Worldwide and Saatchi & Saatchi Direct Worldwide Author, Accountable Marketing: The Economics of Data-Driven Marketing --Peter J. Rosenwald, Founding Partner: Consult Partners
About the Author
Arthur Middleton Hughes is Vice President / Solutions Architect KnowledgeBase Marketing and consultant with eDialog. In this role he is responsible for creating database marketing, strategic and analytic solutions for major American companies. He has been designing and maintaining marketing databases for Fortune 500 companies and others for the past twenty years. A graduate of Princeton University with a Masters in Public Affairs, Arthur taught economics at the University of Maryland for 32 years. He is the author of The Complete Database Marketer (9781557388933), Strategic Database Marketing (9780071457507) and The Customer Loyalty Solution (9780071589604). Arthur's articles appear regularly in leading industry publications, such as DIRECTand Target Marketing.