ISP Marketing Survival Guide

With more than 6,700 ISPs worldwide and a predicted growth rate of 20% for the next
five years, the competition among ISPs for market share is fierce. Despite this rapid
growth, ISP professionals suffer from a significant lack of understanding and guidance on
how to develop a winning marketing strategy. Written by a preeminent ISP marketing
expert, this book focuses on the specific issues unique to the ISP business. Knight
provides coverage on branding, pricing, advertising, service strategies, subscriber growth
techniques, acquisition, selling and pricing, and many other issues. Readers will find a
comprehensive, customizable marketing plan ready to be implemented. And, with the help
of detailed information, real-world examples, and turnkey models, readers will be
prepared to successfully apply the material to developing their ISP business.

Table of contents

Why Be an ISP and Benefits of Being an ISP.

Planning Your ISP Exit Strategy as Part of Your ISP Startup.

Identifying Your ISPs Unique Selling Proposition.

The Only Three Ways to Grow Your ISP.

Your ISP Marketing Arsenal.

What to Include in Your ISP Marketing Business Plan.

Strategies to Reduce Your Churn.

The Customer Service Role in Your ISP Marketing Strategy.

How to Acquire New Subscribers Via Strategic Acquisition of Other ISPs.

ISP Case Studies.

Appendices.

ISP Glossary.

Bibliography.

Index.