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Rating: 
Summary: All Telecom Marketing Guys Must Read- VERY PRACTICAL
Review: 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!
Rating:
Summary: Great guide to marketing for a modern communications company
Review: 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.
Rating:
Summary: New to telco, read this book !
Review: 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
Rating:
Summary: New to telco, read this book !
Review: 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
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