BUSINESS‐TO‐BUSINESS: A VALUE‐ADDED SERVICE TO BUILD OPPORTUNITY
S. Michael Zibrun
(President of S. Michael Associates, Ltd., a leading business‐to‐business telemarketing consultancy firm.)
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Abstract
Utilization of the telephone to add incremental business is now an accepted merchandising approach. What only a few short years ago was viewed as “nuisance calls” has now developed into a second‐level marketing arm at firms and associations across the country. This report overviews this “newest” marketing tool — its roots, structure, pitfalls, and potential.
Citation
Zibrun, S.M. (1987), "BUSINESS‐TO‐BUSINESS: A VALUE‐ADDED SERVICE TO BUILD OPPORTUNITY", Journal of Business & Industrial Marketing, Vol. 2 No. 1, pp. 67-76. https://doi.org/10.1108/eb006020
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited