Successful Telemarketing

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The second edition of this marketing bestseller adapts to the rapid changes in telemarketing, offering insights for both new and established programs. Stone and Wyman present the latest techniques to reduce costs while boosting sales and profits. The book emphasizes the sophisticated use of information technology and innovative approaches to sales and marketing processes. Experts praise it as a cost-effective alternative to personal consultations, filled with practical ideas. Marketing managers considering telemarketing will find it essential, as it covers significant industry components and highlights customer service applications, a key topic of the '90s. This edition includes new material, case studies, and examples, further advancing marketing knowledge. It serves as both a textbook and a how-to manual, providing valuable real-world applications for organizations. The authors effectively illustrate the techniques and diverse applications of telemarketing, making the subject accessible and engaging. Overall, the book is informative, concise, and highly recommended for anyone interested in enhancing their telemarketing strategies.