Now in paper--the greatest collection of telemarketing guidance and expertise ever assembled. The ultimate telemarketing tool, it brings together the expertise of thirty of the nation's most prominent experts, each of whom has contributed a detailed chapter on one aspect of this high-profit marketing technique. Charts, tables.
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This weighty volume brings together 30 experts to comment on virtually every aspect of telemarketing, including training; developing selling scripts; generating lists; organizing telemarketing stations; as well as dealing with international problems and using telemarketing systems for fund-raising. The authors of the individual chapters have excellent credentials and for the most part good writing styles. While the work is not organized in classic encyclopedic fashion, an excellent index along with a glossary produces a volume that virtually any organization which conducts telemarketing would wish to have. There have been some strong publishing efforts along this line in the past, such as Robert McHatton's Total Telemarketing (Wiley, 1988), but this far surpasses it in terms of comprehensiveness. Recommended for business reference collections.
- Gene R. Laczniak, Marquette Univ., Wis.
Copyright 1989 Reed Business Information, Inc.
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Book Description Prentice Hall Trade, 1989. Hardcover. Book Condition: New. book. Bookseller Inventory # 132759187
Book Description Prentice Hall Trade, 1989. Hardcover. Book Condition: New. Bookseller Inventory # DADAX0132759187