Cellular Marketing

by Robert A. Steuernagel

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.

Product Details

ISBN-13:	9780471297796
Publisher:	Wiley
Publication date:	03/16/1998
Pages:	204
Product dimensions:	7.56(w) x 9.53(h) x 0.63(d)

About the Author

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.

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.