...Rick Ferguson; Bill Brohaugh Purpose The purpose of this paper is to present an up‐to‐date examination of the telecommunications industry and attempt to discover how some of the major players are engaging their customers while trying to constantly diversify their service offerings. Design...

...D. Eric Boyd Considers the impact of defensive marketing on a firm’s competitive ability in the marketplace. Examines telecommunications as an important means through which many companies are creating several competitive advantages for themselves through a defensive marketing strategy. Defines...