Direct marketing: Telemarketing

 

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Paper
1.
Using market research to measure the effectiveness of outbound telemarketing (OTM)
Steven Cierpicki and Megan McCarthy, ESOMAR, Telecoms Conference, Brussels, November 2004
This paper outlines methodologies for researching outbound telemarketing (OTM) effectiveness. It aims to help telecommunication organisations better understand OTM non-success and therefore optimize t ...

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