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Das Internet ist hart umkämpft: Gegenwärtig gibt es weltweit über 6.700 Service-Provider, und man rechnet innerhalb der nächsten fünf Jahre mit einem Wachstum von 20 Prozent. Trotzdem ist vielen Providern nicht klar, wie man eine gewinnträchtige Marketingstrategie entwickelt. Abhilfe will dieses Buch schaffen: Preisgestaltung, Werbung, Servicestrategien, Pflege des Kundenstamms, Akquisitionen, Verkauf und viele andere Themen werden angesprochen. Dem Leser wird ein anwendungsbereiter, flexibler Marketing-Plan zur Verfügung gestellt, der die Umsetzung des erworbenen Wissens in die Praxis vereinfacht.
List of contents
From the contents:
Why Be an Internet Service Provider and the Benefits of Being One.
Planning Your ISP Exit Strategy as Part of Your Start-up.
Identifying Your Unique Selling Proposition.
The Only Three Ways to Grow Your ISP.
Your ISP Marketing Arsenal.
What to Include in Your ISP Marketing Business Plan.
Strategies to Reduce Churn.
The Customer Service Role in Your ISP Marketing Strategy.
How to Acquire New Subscribers via Strategic Acquisition of Other ISPs.
ISP Case Studies.
Afterword.
Appendices.
Bibliography.
Index.
About the author
Christopher M. Knight is Founder and Managing Editor of internet.com's ISP- Lists.com, the world's largest consortia of ISP Email Discussion List communities with over 60,000 members worldwide. He is also CEO of SparkLIST.com LLC and President of the Email List-Universe.com Network, which deliver services for e-mail list owners and e-mail newsletter publishers. A frequent speaker at major ISP-related conferences, Knight has also written for the ISP magazines Boardwatch and ISP Today on marketing strategies, along with a weekly ISP business column for ISP-Planet.com.§
