haku: @author Vredenburg, H. / yhteensä: 6
viite: 5 / 6
| Tekijä: | Marshall, J. J. Vredenburg, H. |
| Otsikko: | Successfully using telemarketing in industrial sales. |
| Lehti: | Industrial Marketing Management
1988 : FEB, VOL. 17:1, p. 15-22 |
| Asiasana: | INDUSTRIAL SELLING TELEPHONE SELLING |
| Kieli: | eng |
| Tiivistelmä: | Telemarketing is discussed as a new weapon in the marketing arsenal. Literature about the topic is reviewed. Statistics are presented about firms using telemarketing. Results of an empirical study are examined. The research sample is described. Types of telemarketing systems are identified. Measures are used to assess the level of success achieved with telemarketing in industrial sales organizations. Implementation problems are outlined. The role of telemarketing representatives is discussed. Data are presented about office arrangements and compensation systems. A relatively high degree of success is found among companies using telemarketing. Managerial implications are summarized. |
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