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The development, testing, and execution of a new marketing strategy at AT&T Long Lines

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Published by Alfred P. Sloan School of Management, Massachusetts Institute of Technology in Cambridge, Mass .
Written in English


Book details:

Edition Notes

StatementAlan P. Kuritsky ... [et al.].
SeriesWP ; 1352-82, Working paper (Sloan School of Management) -- 1352-82.
The Physical Object
Pagination28 leaves :
Number of Pages28
ID Numbers
Open LibraryOL14050693M
OCLC/WorldCa9172698

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EMILY S. BASSMAN AT&T Long Lines Bedminster, New Jersey AT&T has developed a new marketing strategy for its resi dence long distance marketplace, the result of five years of research starting with overall market segmentation, continu ing with concept testing, and culminating with a large scale field experiment testing the new ad campaign. This experi ment demonstrated, with a unique level of precision, that (1) the ad copy . HDM rV^HI^G-fS^ii^^ZM 1. 1-TheDevelopment,Testing,andExecutionof_|^ ANewMarketingStrategyAtAT&TLongLines ky*,**, AlvinJ.'^Silk.   Marketing strategy requires setting goals, pricing strategies, and distribution strategies for a new product. Rough estimates of price ranges may be part of product testing. Ongoing Sales & Marketing Support. Most of the above will unveil and evolve over time. And marketing must continually adapt, month to month, let alone year to year. So plan on aligning with, and working closely with, your marketing firm (or hiring internally). You’ll constantly find you need more stuff.

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