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Strategic Marketing In Telecommunications
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Book Synopsis Strategic Marketing Communications by : Paul Russell Smith
Download or read book Strategic Marketing Communications written by Paul Russell Smith and published by Kogan Page Publishers. This book was released on 1999 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.
Book Synopsis Strategic Marketing in Telecommunications by : Maureen Rhemann
Download or read book Strategic Marketing in Telecommunications written by Maureen Rhemann and published by . This book was released on 2000 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The telecom industry is undergoing unprecedented upheaval as the entire world deregulates and monopolies break apart. This guidebook will help telecom managers compete successfully.
Book Synopsis Strategic Integrated Marketing Communications by : Larry Percy
Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Routledge. This book was released on 2014-06-27 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Book Synopsis Strategic Marketing Communications by : M. Joseph Sirgy
Download or read book Strategic Marketing Communications written by M. Joseph Sirgy and published by Atomic Dog Publishing. This book was released on 2006-08 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing Communications: A Systems Approach to IMC is a textbook written for advanced students (both undergraduate and graduate students) majoring in marketing, marketing communications, and advertising. This book helps students understand the art and science of strategic decisions in marketing communications by showing students how to make strategic marketing communications decisions using a systems approach. The system approach guides decision-making in a hierarchy: corporate, marketing, and marketing communications. Within each hierarchical level the decision-maker selects a strategy that is implemented by setting measurable objectives, developing tactics, and allocating resources. These decisions, in turn are managed by two processes: analysis/planning and monitoring/control. In this text, authors Joe Sirgy and Don Rahtz address societal issues and provide great detail about the various elements of the marketing communications mix, including advertising, sales promotion, reseller support, public relations, direct marketing, and word-of-mouth communications. Students are also provided with reader-friendly case studies, web exercises, and illustrations to bring many of the technical concepts to life.
Book Synopsis Customer-centered Telecommunications Services Marketing by : Karen G. Strouse
Download or read book Customer-centered Telecommunications Services Marketing written by Karen G. Strouse and published by Artech House Publishers. This book was released on 2004-01-01 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Offering a strategy based on customer-centered marketing, this resource helps professionals assess their company's market potential and target desirable segments successfully. Readers gain practical insight in evaluating their present customer base and learn the best ways to adjust their marketing strategies to eliminate unprofitable customers and attract high-value replacements. Moreover, the book helps planners and managers become attuned to customer demand and presents a service portfolio with a high potential for success."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved
Book Synopsis Digital Disruption in Marketing and Communications by : Edoardo Magnotta
Download or read book Digital Disruption in Marketing and Communications written by Edoardo Magnotta and published by Routledge. This book was released on 2019-10-18 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book sets out the new frontier of marketing and communication through real case histories. Companies must rethink their traditional approaches to successfully face the upcoming challenges. They must learn how to innovate and change things when they go well. New emerging technologies such as AI and IoT are the new frontiers of the digital transformation that are radically changing the way consumers and companies communicate and engage with each other. Marketing makes a company a change-maker, while communications tell the story to engage customers and stakeholders. The book introduces brand positioning (to match brand values and consumers’ attributes), and brand as human being (to raise trust, loyalty and engagement among customers and stakeholders), through Enel X and its partnership with Formula E in the e-mobility case, and the PMI case (its disruptive effect on tobacco industry). After a deep analysis of the disruptive effects on business models of the digital transformation, the book explores digital communications through the Pietro Coricelli case (how a well-designed digital strategy can raise reputation and sales). The book also provides a new holistic approach and identifies a future leader, through the H-FARM case (how to disrupt business models and education). The book is aimed at researchers, students and practitioners, and provides an improved understanding of marketing and communications, and the evolution of the strategic, organisational, and behavioural model.
Book Synopsis Telecommunication Markets by : Brigitte Preissl
Download or read book Telecommunication Markets written by Brigitte Preissl and published by Springer Science & Business Media. This book was released on 2009-06-12 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: Telecommunication markets are characterized by a dynamic development of technology and market structures. The specific features of network-based markets, convergence of previously separate spheres and the complex task of market regulation put traditional theoretical approaches as well as current regulatory policies to the test. This book sheds light on some of the challenges ahead. It covers a vast range of subjects from the intricacies of market regulation to new markets for mobile and internet-related services. The diffusion of broadband technology and the emergence of new business strategies that respond to the technological and regulatory challenges are treated in the book’s 24 chapters.
Book Synopsis Marketing Telecommunications Services by : Karen G. Strouse
Download or read book Marketing Telecommunications Services written by Karen G. Strouse and published by Artech House Publishers. This book was released on 1999 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gain the leading-edge intelligence and insight needed to market telecommunications services successfully amidst greater competition from local exchange companies, deregulation of long-distance services, and the proliferation of wireless technology with this first-of-its-kind resource. Whether you're a novice or veteran marketing professional, you find valuable guidance in developing the most effective marketing strategies, improving market readiness, and increasing profitability in this rapidly expanding marketplace. Specifically, you get comprehensive coverage of fundamental marketing concepts, competitive intelligence and insight on the marketing activities of telecommunications carriers, descriptions of the changes caused by deregulation, and implementation instructions for marketing strategies in channel selection, entry, market segmentation, pricing, and more.
Book Synopsis Opportunities and restrictions of the internet in marketing communication strategies by : Oliver Weimann
Download or read book Opportunities and restrictions of the internet in marketing communication strategies written by Oliver Weimann and published by GRIN Verlag. This book was released on 2002-05-26 with total page 107 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2001 in the subject Business economics - Offline Marketing and Online Marketing, grade: very good, University of Wolverhampton (Wolverhampton Business School), language: English, abstract: This project should enable companies to understand the Internet and the possibilities, it offers to strategic marketing communication planning. Therefore it should finally outline in which way the services can be included in an Internet strategy and how it can be integrated in the company marketing strategy. A short summary about the usage of the Internet and its services in marketing introduce this piece of work. The next chapter outlines the differences to classical media and delivers starting points for marketing communication. The main part should enable companies to develop a specific Internet marketing strategy to evaluate the opportunities and restrictions in praxis. A differentiation, not only between dot.coms and old economy companies, but also between big multinationals and SME's (Small and Medium Enterprises), was necessary because of different objectives, interventions, and not least of all, marketing budgets. This work concentrates on the point of view of the marketer. Therefore technical aspects are only explained, if they are needed to understand the services and contexts. Included is Appendix I, which gives an overview of the Internet and its services, and Appendix II, which deals with marketing. Finally, an overview of newly developed services and further development of the Internet will conclude this report. This will give a complete overview of Internet opportunities nowadays. That being said, it has to be taken into account that this report will probably be useful for not more then one to one and a half-years. This depends mainly on further developments of the Internet, which cannot be seen as a static system, but as a highly changing system with extremely short innovation cycles. To establish higher value, the discovered sources will enable further research for up-to-date information if this publication is no longer considered applicable to the topic.
Book Synopsis Corporate Communication through Social Media by : Asha Kaul
Download or read book Corporate Communication through Social Media written by Asha Kaul and published by SAGE Publications Pvt. Limited. This book was released on 2017-11-14 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media are rapidly and dramatically transforming the communication landscape. They are purported to provide reputational benefits by promoting transparency and enhancing possibilities for stakeholder engagement. However, they also present reputational risks by exposing organizations to new types of crises, stakeholder criticism, and digital activism. This textbook provides a comprehensive look at social-mediated developments in corporate and organizational communication and examines the consequent implications for reputation management. The book takes a grounded approach in bringing together perspectives from communication and management and from scholarship and practice. It helps the reader make sense of digitalization in corporate communication and its consequences for organization–stakeholder relationships, trust, engagement, leadership, and reputation. Covering a wide spectrum of topics such as branding, consumer engagement, employee relations, crisis communication, corporate responsibility and sustainability, and the return on investment (ROI), the book maps key changes in the evolving communication landscape, with an understanding of the strategic benefits and challenges for corporate reputation. Key Features • Blend of theory and practice of social-mediated communication and implications for reputation management • International focus with contemporary (and classic) examples and cases • Link with professional practice in “Voices from the Field” feature • Discussion questions and activities to encourage critical reflection and informed application
Author :Jim Blythe, Helen Coxhead, Martin Lashwood, Lesley Partridge, Peter Reed, Helen Simms Publisher :Select Knowledge Limited ISBN 13 :0744603196 Total Pages :182 pages Book Rating :4.7/5 (446 download)
Book Synopsis Strategic Marketing by : Jim Blythe, Helen Coxhead, Martin Lashwood, Lesley Partridge, Peter Reed, Helen Simms
Download or read book Strategic Marketing written by Jim Blythe, Helen Coxhead, Martin Lashwood, Lesley Partridge, Peter Reed, Helen Simms and published by Select Knowledge Limited. This book was released on with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title looks to enable you to understand that everyone in the organisation has some involvement in marketing, whether through contacts with internal and external customers, by ensuring that activities and operations contribute to satisfying or delighting customers, or by contributing to business planning.
Book Synopsis Strategic Corporate Communication in the Digital Age by : Mark Anthony Camilleri
Download or read book Strategic Corporate Communication in the Digital Age written by Mark Anthony Camilleri and published by Emerald Group Publishing. This book was released on 2021-02-19 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Corporate Communication in the Digital Age explores how contemporary communication approaches are crossing boundaries as innovative media formats and digital transformations offer new challenges and opportunities to academia and practitioners.
Book Synopsis Strategic Integrated Marketing Communications by : Larry Percy
Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Routledge. This book was released on 2014-06-27 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Book Synopsis The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model by : Kwang-Yong Shin
Download or read book The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model written by Kwang-Yong Shin and published by Springer Science & Business Media. This book was released on 2013-06-04 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book mainly addresses the following aspects: First, it systematically introduces the domestic and foreign research results, pointing out the key elements of the basic theory of IMC, according to a company’s present situation and the practice of IMC strategy. Second, according to the different characteristics of each organization, it provides various IMC organization structures, such as linear structure Model l, a virtual network and centralized type that focuses on individual interest, external types of the IMC organizational structures Model, etc., and suggestions for further study are also presented.
Book Synopsis Marketing Communications by : John R Rossiter
Download or read book Marketing Communications written by John R Rossiter and published by SAGE. This book was released on 2018-08-21 with total page 755 pages. Available in PDF, EPUB and Kindle. Book excerpt: Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.
Book Synopsis Strategic Marketing Communications by : M. Joseph Sirgy
Download or read book Strategic Marketing Communications written by M. Joseph Sirgy and published by Atomic Dog Pub Incorporated. This book was released on 2006-08-01 with total page 448 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing Communications: A Systems Approach to IMC is a textbook written for advanced students (both undergraduate and graduate students) majoring in marketing, marketing communications, and advertising. This book helps students understand the art and science of strategic decisions in marketing communications by showing students how to make strategic marketing communications decisions using a systems approach. The system approach guides decision-making in a hierarchy: corporate, marketing, and marketing communications. Within each hierarchical level the decision-maker selects a strategy that is implemented by setting measurable objectives, developing tactics, and allocating resources. These decisions, in turn are managed by two processes: analysis/planning and monitoring/control. In this text, authors Joe Sirgy and Don Rahtz address societal issues and provide great detail about the various elements of the marketing communications mix, including advertising, sales promotion, reseller support, public relations, direct marketing, and word-of-mouth communications. Students are also provided with reader-friendly case studies, web exercises, and illustrations to bring many of the technical concepts to life. Strategic Marketing Communications: A Systems Approach to IMC is a textbook written for advanced students (both undergraduate and graduate students) majoring in marketing, marketing communications, and advertising. This book helps students understand the art and science of strategic decisions in marketing communications by showing students how to make strategic marketing communications decisions using a systems approach. The system approach guides decision-making in a hierarchy: corporate, marketing, and marketing communications. Within each hierarchical level the decision-maker selects a strategy that is implemented by setting measurable objectives, developing tactics, and allocating resources. These decisions, in turn are managed by two processes: analysis/planning and monitoring/control. In this text, authors Joe Sirgy and Don Rahtz address societal issues and provide great detail about the various elements of the marketing communications mix, including advertising, sales promotion, reseller support, public relations, direct marketing, and word-of-mouth communications. Students are also provided with reader-friendly case studies, web exercises, and illustrations to bring many of the technical concepts to life.
Book Synopsis Library Marketing and Communications by : Cordelia Anderson
Download or read book Library Marketing and Communications written by Cordelia Anderson and published by American Library Association. This book was released on 2020-09-01 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effectively marketing libraries by persuasively communicating their relevance is key to ensuring their future. Speaking directly to those in senior leadership positions, Anderson lays out the structural and organizational changes needed to help libraries answer the relevance question and maximize their marketing and communications efforts. Focusing on big-picture strategies, she shares lessons learned from her 20+ year career in library marketing and communications. No matter what type or size of library you help to lead, by reading this book you will - gain insight into why libraries need to tell their stories more effectively than they are today; - be able to craft a strategic roadmap for marketing your library and communicating its value in a variety of ways that resonate with key audiences; - see why improvements to the structure of your marketing and communications team can lead to better results; - learn practical methods for incorporating audience research into your planning; - know how to remove customer barriers and discontinue practices that are thwarting your marketing efforts; - receive guidance on preparing for potential crises; - understand how to be more community-focused by forming and sustaining partnerships; and - feel confident in engaging with stakeholders so that they become your library's best ambassadors. This book will shake up your marketing and communications approach, helping you implement real changes for lasting results.
