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Edited by: Published: 2008
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Organizations engage in various forms of direct marketing to sell their products and services, solicit money, or nurture client relationships. Telemarketing is one such direct marketing technique that can target either individual consumers or other organizations. Groups that engage in telemarketing include nonprofit organizations, institutions, and political interest groups. A telemarketing call could come from a charity soliciting a small donation, an alumni group from a university, or a political party seeking support for a candidate. However, the prototypical use of telemarketing is for purposes of private enterprise. For businesses, telemarketing is a common form of direct selling, which originated with the advent of the telecommunications industry. Though it had been used with varying degrees of success for decades, it was not until the 1970s ...

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