Telecom Brands So Near, So Far, Sharpening Their Marketing Swords - A Working Framework
Carol Samms, Managing Director, Through the Loop Consulting Ltd., United Kingdom.INTRODUCTION
The forces of change in the telecommunications and information technologies industries cannot be under-estimated. There are seismic shifts occurring in the players themselves, in technologies and importantly, in customer expectations. Against this backdrop, it is not surprising that companies are duly sharpening their marketing swords and some more effectively than others.
Marketing strategy has come under the spotlight but branding strategy and communications disciplines are essential components of the process. The...