TELEMARKETING AS A PROMOTIONAL TOOL—ITS EFFECTS AND SIDE EFFECTS
Kenneth C. Schneider
(Professor of Marketing and Marketing Research at St. Cloud State University)
1075
Abstract
Telemarketing has added a new medium to the marketer's bag of tricks. This article briefly discusses the benefits and limitations of telemarketing as part of an overall marketing campaign. It then proceeds to discuss (via some new findings) the potential side effects that telemarketing may have on the image of the firm using it.
Citation
Schneider, K.C. (1985), "TELEMARKETING AS A PROMOTIONAL TOOL—ITS EFFECTS AND SIDE EFFECTS", Journal of Consumer Marketing, Vol. 2 No. 1, pp. 29-39. https://doi.org/10.1108/eb038818
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited