Customer-Centered Telecommunications Services Marketing

In today's telecommunications services industry, rapidly changing technologies and a decline in growth are creating intense competition where the customers' quest for value is of paramount importance. Offering you a survival strategy based on customer-centered marketing, this forward-looking resource helps you assess your company's market potential and target desirable segments successfully. You gain practical insight in evaluating your present customer base and learn the best ways to adjust your marketing strategies to eliminate unprofitable customers and attract high-value replacements. Moreover, the book helps you become attuned to customer demand and present a service portfolio with a high potential for success.

In this guide to the current telecommunications market, Strouse, a telecommunications consultant and former Bell Atlantic strategic planning director, advises professionals to build their marketing strategies around customers, rather than focusing on equipment, regulations or investors. She offers strategies for pricing and branding and for using technology to improve market planning and budgeting. Annotation ©2004 Book News, Inc., Portland, OR

Karen Strouse is the owner of Management Solutions, a telecommunications consulting firm. She previously served as director of strategic planning for the Bell Atlantic Corporation and consulting manager for Deloitte & Touche. She holds an M.A. in communications from Temple University, and an M.B.A. from St. Joseph University. She is also the author of Strategies for Success in the New Telecommunications Marketplace and Marketing Telecommunications Services: New Approaches for a Changing Environment (Artech House, 2001, 1999).