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The Development, Testing, and Execution of a New Marketing Strategy at AT&T Long Lines

Author

Listed:
  • Alan P. Kuritsky

    (AT&T Long Lines, Basking Ridge, New Jersey 07920)

  • John D. C. Little

    (Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139)

  • Alvin J. Silk

    (Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02139)

  • Emily S. Bassman

    (AT&T Long Lines, Bedminster, New Jersey 07921)

Abstract

AT&T has developed a new marketing strategy for its residence long distance marketplace, the result of five years of research starting with overall market segmentation, continuing with concept testing, and culminating with a large scale field experiment testing the new ad campaign. This experiment demonstrated, with a unique level of precision, that (1) the ad copy changed purchase behavior and, (2) that AT&T should generate an additional $100 million by implementing the new campaign.

Suggested Citation

  • Alan P. Kuritsky & John D. C. Little & Alvin J. Silk & Emily S. Bassman, 1982. "The Development, Testing, and Execution of a New Marketing Strategy at AT&T Long Lines," Interfaces, INFORMS, vol. 12(6), pages 22-37, December.
    • Handle: RePEc:inm:orinte:v:12:y:1982:i:6:p:22-37
    DOI: 10.1287/inte.12.6.22
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