Telemarketing in Action: A Handbook of Marketing and Sales Applications (McGraw-Hill Marketing for Professionals Series)

Telemarketing is a fast-moving discipline that is fundamental to the competitive market and business. Whatever needs a business has - customer care, direct selling, market research, crisis management - this book explores the flexibility of the telephone and its great potential for the 21st century. The book contains case studies and examples, showing how telemarketing can achieve an organization's objectives effectively and efficiently. To see how telemarketing can be used within a marketing strategy the following areas are covered: all possible application areas; a current view of telemarketing today and how it is used; exploration of the future and advancement of telemarketing; and the inclusion of detailed case studies and examples to support all application subjects from companies such as BT, Brann and Microsoft. This text is aimed primarily at those people who decide what type of marketing activities should be used within their organization; plan marketing and sales strategies; or plan, implement and manage telemarketing activities.