Winning Telco Customers Using Marketing Databases (Artech House Telecommunications Library) [Hardcover]

Rob Mattison (Author)

Book Description

Series: Artech House Telecommunications Library | Publication Date: October 1999

With telecommunications competition becoming more intense, it's clear that the telcos with the most effective marketing programmes will win market share. This handbook demonstrates how to develop a competitive marketing process and utilize strategies in database marketing to capture and keep the best and most profitable customers. It provides tips on organizing a marketing programme and getting the most out of a marketing budget. It covers how to fine tune marketing operations, build and use a marketing database, and take full advantage of billing systems and call detail information. It also shows how to analyze some of today's most successful telecommunications marketing campaigns and how they achieved their specific strategic objectives. The book supplies practical advice on the key roles of team formation, modelling, campaign planning and statistical analysis, and helps you make the best use of available marketing media, including direct marketing.

Editorial Reviews

About the Author

Rob Mattison is a leading international authority on knowledge management, database implementation, data warehousing, and data mining. He is the author of five books, and his skills as both a speaker and consultant to the telecommunications industry are in constant demand.

Product Details

• Hardcover: 338 pages
• Publisher: Artech House (October 1999)
• Language: English
• ISBN-10: 1580530362
• ISBN-13: 978-1580530361
• Product Dimensions: 9.3 x 6.3 x 1.2 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #2,849,966 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

5.0 out of 5 stars Great guide to marketing for a modern communications company, December 10, 1999

By A Customer

This review is from: Winning Telco Customers Using Marketing Databases (Artech House Telecommunications Library) (Hardcover)

As an experienced telecommunications executive, I found this book to be amazingly easy to read, straightforward in its approach and insightful in its application. A MUST READ for anyone dealing with marketing in the communications industry, and any other industry for that matter. MAKES CRM UNDERSTANDABLE AND TANGIBLE.

2 of 2 people found the following review helpful:

5.0 out of 5 stars New to telco, read this book !, April 10, 2001

By 

A Customer - See all my reviews

This review is from: Winning Telco Customers Using Marketing Databases (Artech House Telecommunications Library) (Hardcover)

This is one of the only "introductory" books that actually bring value : after reading it you will understand the whole marketing processes in telco and how the marketing database supports it.

It provides a 360° presentation of all the components :

- Data sources

- Data Analysis (with many segmentation case)

- Processes, especially marketing campaign

- IT architecture (for managers ...)

I believe that the logic presented here can be extended to other industry : financial services, utilities, ...

A very good and easy reading

1 of 1 people found the following review helpful:

5.0 out of 5 stars All Telecom Marketing Guys Must Read- VERY PRACTICAL, December 24, 2000

By A Customer

This review is from: Winning Telco Customers Using Marketing Databases (Artech House Telecommunications Library) (Hardcover)

After reading some database marketing books, I just want to say this book is the best one for telecom direct marketing guys. As a direct marketing professional, I think this practical guide help me build strong confidence to get a related job in the telecompany next year.

Thank you, Mr. Mattison!