Telemarketing: Trends, Issues, and Opportunities

Johnson, Eugene M.; Meiners, William J.
November 1987
Journal of Personal Selling & Sales Management;Nov87, Vol. 7 Issue 3, p65
Academic Journal
The article presents information on telemarketing. Telemarketing has become a powerful marketing technique. Estimates show that total goods and services sold in the United States as a result of telemarketing amount to over $41 billion. Modern telemarketing is part of a broader range of marketing tools and techniques known as direct marketing. This is an emerging form of promotion and distribution that combines elements of advertising and personal selling. As a special kind of marketing approach, direct marketing bypasses intervening distribution systems to deliver goods and services directly from seller to buyer using measurable techniques. The greatest strength of direct marketing is the ability to deliver individual selling messages to specific prospects or customers at an affordable cost. This is done through the development and maintenance of a customer database. Outbound telemarketing is the other major approach used. This involves contacting customers through a direct-mail appeal or an outbound telephone call. Many successful direct marketers have combined the two forms of communication.


Related Articles

  • Industries add telemarketing to fight the high cost of sales.  // Marketing News;8/15/88, Vol. 22 Issue 17, p8 

    The article presents information on a report, released by The Conference Board in New York in 1988, on the use of telephone as a major marketing tool by industrial companies. Different companies are using telemarketing as an alternative to face-to-face selling and as another tool in their...

  • Telemarketers need to learn how to make predictive dialling work. Smith, Guy // Precision Marketing;1/6/2006, Vol. 18 Issue 10, p12 

    The article comments on the need to learn on making predictive dialing work in Great Britain. Silent calls are hindering client companies' efforts to charm targets. By eliminating this, predictive dialing would then has a lot to offer telemarketers. Growth of backlash to cold calling methods...

  • Telemarketing--Life at the End of an 800 Line. Spiegel, Robert // Information Today;May1985, Vol. 2 Issue 5, p23 

    This article concentrates on how the telephone is being used as a tool to promote online usage in the U.S. Though phone conversations are limited in their ability to educate potential users, these conversations are important direct contact with potential and current customers. The simple 800...

  • No place like home? Cubitt, Emily // Precision Marketing;11/25/2005, Vol. 18 Issue 6, p15 

    The article presents an assessment of the state of the telemarketing industry as of 2005. The biggest challenge for the industry is outbound telemarketing. The industry has received bad press with badly timed sales calls, silent calls and Indian call centers. The Telephone Preference Service...

  • Euro telemarketing in trouble. Meller, Paul // Advertising Age;11/27/1995, Vol. 66 Issue 48, p4 

    The article reports on the unanimous vote by the Members of the European Parliament in favor of changes to a law governing distance selling that will forbid companies from contacting customers via the telephone, fax and even electronic mail without prior consent. According to Sir Frank Rogers,...

  • How to start a business-to-business telemarketing program. Bencin, Richard L. // Marketing News;3/16/1984, Vol. 18 Issue 6, p8 

    The article discusses the strategies of starting a business-to-business telemarketing program. It is important to determine the direction of function of the telemarketing program. A list of prospects must be compiled. Telemarketers must be able to draw a profile of prospective customers by...

  • The Great Debate. Myron, David // CRM Magazine;Jul2003, Vol. 7 Issue 7, p17 

    Examines the impact of the telemarketing product DirectQuest from predictive dialer manufacturer Castel Inc. on customer privacy. Efficacy of telemarketing in acquiring profits; Practice of many predictive dialers before routing calls to a live agent; Approach to messaging through the use of...

  • Average business-to business sales call increases by 9.5%.  // Marketing News;9/12/88, Vol. 22 Issue 19, p5 

    The article presents the result of a study on business-to-business sales calls in the US. between 1985 and 1987, conducted by the Laboratory of Advertising Performance. The study shows an increase in the average cost of sales calls represents the lowest percentage in previous years. It also...

  • Canada poised to impose US-style Do Not Call Act. McCawley, Ian // Precision Marketing;5/14/2004, Vol. 16 Issue 28, p9 

    The article informs that Canada's telemarketing regulator is to announce new rules for the sector, more than three years after asking the public to comment on the industry. A Canadian Radio-television & Telecommunications Commission (CRTC) spokesman says the results of the consultation are...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics