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The development of sales and marketing activities in the French telecommunication industry, 1963-1998
[Le développement des activités commerciales et de marketing dans les télécommunications en France entre 1963 et 1998]

Author

Listed:
  • Patrick Luciano

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Marie Carpenter

    (LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris])

Abstract

Sales and marketing practices in the French telecommunication industry evolved considerably between 1963 and 1998 and new practices included more sophisticated market and customer research activities, greater customer intimacy through retailing and advertising and communication campaigns, progressive differentiation of the business market from the residential market. In addition, there was acultural shift, from a culture of technical quality to a culture of customer satisfaction, accompanied by the emergence of a marketing function with dedicated resources and capabilities.

Suggested Citation

  • Patrick Luciano & Marie Carpenter, 2017. "The development of sales and marketing activities in the French telecommunication industry, 1963-1998 [Le développement des activités commerciales et de marketing dans les télécommunications en Fra," Post-Print hal-02374235, HAL.
    • Handle: RePEc:hal:journl:hal-02374235
    as

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