Telemarketing in Action : A Handbook of Marketing and Sales Applications

Name: Telemarketing in Action : A Handbook of Marketing and Sales Applications
Availability: OutOfStock
ISBN: 9780077078638

ISBN-10: 0077078632

ISBN-13: 9780077078638

Edition: 1995

Authors: Michael Stevens

List price: $24.95

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This exciting new book is packed full of case studies and examples showing how telemarketing can achieve your organization's objectives effectively and efficiently.

Book details

List price: $24.95
Copyright year: 1995
Publisher: McGraw-Hill Companies, The
Binding: Hardcover
Pages: 320
Language: English

Series Foreword
Foreword
Foreword
Acknowledgements
Introduction
The principles of telemarketing	p. 3
The application of telemarketing	p. 11
Practical issues	p. 20
Supporting technologies	p. 31
List building, cleaning and testing	p. 45
Database building and maintenance	p. 48
Lead generation, screening and qualification	p. 57
Market evaluation and test marketing	p. 67
Appointment making and diary management	p. 79
Account servicing	p. 89
Selling	p. 102
Sales promotion	p. 118
Traffic generation	p. 127
Dealer, distributor and retailer relations	p. 137
Direct response	p. 147
Customer service	p. 172
Customer care	p. 194
Intelligence gathering and market research	p. 208
Credit approval and cash collection	p. 221
Crisis management	p. 229
Investor relations	p. 244
Campaigning and fund raising	p. 253
BT's Telephone-Based Customer Satisfaction Measurement	p. 269
Extracts from Teleculture 2000	p. 272
Use of the telephone in TV advertising	p. 286
Index	p. 293
Table of Contents provided by Blackwell. All Rights Reserved.