TITLE

Telemarketing: Trends, Issues, and Opportunities

AUTHOR(S)
Johnson, Eugene M.; Meiners, William J.
PUB. DATE
November 1987
SOURCE
Journal of Personal Selling & Sales Management;Nov87, Vol. 7 Issue 3, p65
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
8936206

 

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