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The Role And Implications Of Telemarketing In Media. Case Study: Transilvania Expres Daily Publication Of Brasov

Author

Listed:
  • Cristina Gherman

    () („Babes-Bolyai” University of Cluj-Napoca, Romania)

  • Mihaela Marcu

    () („Transilvania” University of Braşov, Romania)

Abstract

During crisis, one of the first measures taken by the leadership management is the reduction, sometimes major, of marketing budgets. But, during this period, the promotion is essential and neglecting the communication actions may lead to significant losses on a long term basis. In the current economic context, the main purpose of any promotional campaign should be to obtain a direct answer from those exposed to message. A solution in this sense is to create the telemarketing which may reduce costs even by half (if it is integrated within the general marketing strategy) and may significantly increase the amount of sales, offering many benefits, unable to be obtained through other sales techniques.

Suggested Citation

  • Cristina Gherman & Mihaela Marcu, 2010. "The Role And Implications Of Telemarketing In Media. Case Study: Transilvania Expres Daily Publication Of Brasov," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 10(4), pages 97-104.
  • Handle: RePEc:pet:annals:v:10:y:2010:i:4:p:97-104
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    More about this item

    Keywords

    media; telemarketing; sales; communication;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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