TELEMARKETING AS A PROMOTIONAL TOOL—ITS EFFECTS AND SIDE EFFECTS

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