Cellular Marketing
Author:   Robert A. Steuernagel
Publisher:   John Wiley & Sons Inc
ISBN:  

9780471297796


Pages:   204
Publication Date:   02 March 1998
Format:   Paperback
Availability:   Out of stock   Availability explained
The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available.

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Cellular Marketing


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Overview

A complete guide to marketing cellular devices and services Cellular Marketing is an all-encompassing guide to cellular sales. From product and pricing to strategy, marketing, and analysis, this book offers comprehensive guidance to help you improve your cellular product's outlook. The discussion compares the device sales to service sales, and includes an analysis of sales channels that includes direct and retail sales planning, support, lead generation, and campaigns. You'll learn how to develop a robust marketing strategy and comprehensive pricing structure while adopting useful metrics and putting measurement systems in place from the beginning.

Full Product Details

Author:   Robert A. Steuernagel
Publisher:   John Wiley & Sons Inc
Imprint:   Wiley-Interscience
Dimensions:   Width: 19.20cm , Height: 1.60cm , Length: 24.20cm
Weight:   0.567kg
ISBN:  

9780471297796


ISBN 10:   0471297798
Pages:   204
Publication Date:   02 March 1998
Audience:   General/trade ,  College/higher education ,  Professional and scholarly ,  General ,  Postgraduate, Research & Scholarly
Format:   Paperback
Publisher's Status:   Active
Availability:   Out of stock   Availability explained
The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available.

Table of Contents

Market and Product Definition. The Marketing Organization. The Strategic Plan and the Marketing Plan. Pricing. Sales Channels. Advertising and Promotion. Marketing Measurement. Competitive Behavior and Analysis. The Sales Process. Cellular Sales Productivity. The Limits to Growth. Selling the Conversion to Digital. Swords Into Plowshares: Cooperation and the Evolution of PCS. Index.

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Author Information

ROBERT A. STEUERNAGEL is Vice President for The Strategis Group, Inc. A cellular industry veteran with over twenty years experience, he has served as a senior level telecommunications executive for such companies as Authentix Network, Inc., Bell Atlantic International Wireless, Bell Atlantic Mobile, AirTouch, and AT&T's Advanced Mobile Phone Service. His book Wireless Marketing is also available from Wiley.

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