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MARKET AND PRODUCT DEFINITION
THE MARKETING ORGANIZATION
THE STRATEGIC PLAN AND
ADVERTISING AND PROMOTION
advertising agents and dealers areas attract benefits billing broker-agent cell sites cellular carrier cellular customers cellular marketing cellular phones cellular service cellular telephone cellular users churn churn rate competition competitor corporate customer base customer gain customer satisfaction customer service direct marketing direct sales force discount equipment expense Figure forecast function important income statement increase industry installation lower major accounts managers market research market segments marketing and sales marketing mix marketing plan measure ment month multiple offer operations organization PCS carrier peak usage penetration portables potential customers premium price-sensitive pricing plans PRICING STRUCTURE profit promotion reduced reseller channel residual retail channels revenue per customer sales capacity sales channels sales commission sales cost sales effort sales rate salespeople salesperson sell strategies subscriber target market telemarketing tion tomer versus voice messaging wholesale wireline