Telemarketing in action : a handbook of marketing and sales applications
著者
書誌事項
Telemarketing in action : a handbook of marketing and sales applications
（McGraw-Hill marketing for professionals）
McGraw-Hill Book Co., c1995
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注記
Includes index
内容説明・目次
内容説明
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.
目次
- The principles of telemarketing
- the application of telemarketing
- practical issues
- supporting technologies
- list building, cleaning and testing
- database building and maintenance
- lead generation, screening and qualification
- market evaluation and test marketing
- appointment making and diary management
- account servicing
- selling
- sales promotion
- traffic generation
- dealer, distributor and retailer relations
- direct response
- customer service
- customer care
- intelligence gathering and market research
- credit approval and cash collection
- crisis management
- investor relations
- campaigning and fund raising
- appendix 1 - BT's telephone-based customer satisfaction measurement
- appendix 2 - extracts from TELECULTURE 2000
- appendix 3 - use of the telephone in TV advertising.
「Nielsen BookData」 より
