Telemarketing & Information Systems

Information systems and telemarketing have been implemented for as many as sixty-five years. Thus, while telemarketing is not new, sophisticated telemarketing is. There has been a literal explosion of interest in telemarketing spurred by the nationwide television campaigns waged by various telephone companies. As Goodman (1984) puts it, "we are all 'reinventing' the telephone and its uses in the day-to-day affairs of the office and community" (Goodman, 1984, pp. 4, ix). Voice mail, answering machines, and automated calling devices are just some of the technologies which have expanded the industry. This business serves many functions. It is a perfect medium for fund raising, generating and retrieving information, entertainment, and of course, sales.

Everyone is accustomed to callers selling newspaper and magazine subscriptions or to inform us of different features to add to our telephone service. Some common examples of fund raising are campaigns to raise money to halt destruction of the rainforest, or promotions to stop animal experimentation. Many companies are using voice mail to advertise or disseminate information. In addition, there are 900 numbers which are used for information, entertainment, and sales.

There are positives and negatives to telemarketing. From the point of view of many would-be consumers, it is often seen as an intrusion in their lives or businesses. For others it is a conven

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