ABSTRACT .................................................. v
LITERATURE REVIEW ......................................... 1
INTRODUCTION .............................................. 4
PROBLEM STATEMENT ......................................... 4
DISCUSSION AND ANALYSIS ................................... 6
Industry Development ................................. 6
Application of the Technology ........................ 7
Laws and Regulations ................................. 10
Recent Industry Experience ........................... 13
RECOMMENDATIONS ........................................... 15
CONCLUSION ................................................ 15
BIBLIOGRAPHY .............................................. 16
This study examined the feasibility of the use of the 900-number concept by business organizations as a part of their marketing programs. The literature review performed for this study demonstrates that changes are required to adapt marketing strategies to technological advances in communication. This study examined the feasibility of the use by business organizations in their marketing programs of one of the technological advances in communications technology--the 900-number concept.
The recommendation based on the findings of this study was that mainstream marketers exercise great care in incorporating 900-number technology into their marketing programs because, whatever the direct marketing industry may say to the contrary, the 900-number industry continues to be dominated by scam artists. As long as this situation prevails, a mainstream business organization risks its reputation when it makes use of 900-number technology.
The conclusion of this study was that, as a seriously viable communications tool for mainstream marketers, the 900-number technology is rapidly being eclipsed by the Internet. A further conclusion was that the Internet may...