oa Journal of Marketing - Bringing dexterity to subscriber complexity
|Article Title||Bringing dexterity to subscriber complexity|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Affiliations||1 CMO Council|
|Publication Date||Aug 2011|
|Issue||Aug / Sep 2011|
Today's mobile communications landscape is characterised by unprecedented change, choice, and convergence. And marketers within communications service provider organisations are facing a significant pivot point where customer experience delivery is being influenced by a complex, critical and dynamic force: the more than 5 billion users or subscribers to these services worldwide.
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