Telecom Book

Cross-selling is an idea that became popular in the 1980s and 1990s. The Economist described it as “the synergistic notion that buyers of one of a firm’s services would become customers for another”. Cross-selling involves selling an additional product and service on top of the one that a customer has already agreed to buy or has bought.

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The concept of differentiation originated in economics and has been taken over by marketing departments. At its heart lies the ability of sim- ilar products to be differentiated by real or imaginary means, thus enabling them to be sold at a higher price and profit.

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