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ISBN: 0844232963Издательство: McGraw-Hill
The all-new second edition of this marketing bestseller will keep your business up to speed with rapid changes that are transforming the use of telemarketing. Whether you're starting or strengthening your programs, Stone & Wyman show you the latest techniques to cut costs and increase sales and profits. "This new edition of Successful Telemarketing provides valuable insight in the sophisticated use of information technology and new approaches to the sales and marketing process. Bob Stone and John Wyman demonstrate the use of telemarketing concepts and the power of database technology." -- Robert J. Ranalli President/Consumer Services AT&T "This book is the next best thing to a day's private consultation with Bob Stone and John Wyman at a fraction of the cost--good ideas in profusion." -- Robert C. Martin President, World Book Direct Marketing "This book should be read by marketing managers who are using . . . or have thought of using...