TELEMARKETING AS AN INTERACTIVE MEDIUM OF DIRECT MARKETING

The application of the telephone to direct marketing efforts is a most powerful combination. No other direct marketing medium can match its effectiveness. Telemarketing is actually a form of personal selling, since it occurs on a person-to-person basis but without the face-to-face aspect. To be successful in telemarketing, telephone operators must convey a trustworthy, reliable telephone image to the customer. Companies must train their telephone operators to develop these telephone skills and provide them with well-conceived scripts.

Key words: direct marketing, telemarketing, inbound calls, outbound calls, database.