Files and links (1)
PDFOpen Access (License Unspecified), Open Access
Thesis
Designing a telemarketing program
Master of Science (M.S.), Drexel University
2011
DOI:
https://doi.org/10.17918/164e-6763
Abstract
Telemarketing is an often neglected aspect of an integrated direct marketing campaign for non-profit arts organizations, and fertile ground for further programmatic development. The majority of literature available references Telemarketing as reinforcement for direct mail practices rather than a recruitment vehicle in itself, therefore the science of Telemarketing hasn't evolved to a maturity level equal to that of direct mail. During the author's tenure as Telemarketing Manager at the Philadelphia Museum of Art, she addressed these issues by examining and optimizing the use of the telemarketing call within the direct marketing cycle. The telemarketing program improved and with it the sophistication of the staff training program. The author chronicles the trial and error used to grow the telemarketing practice; finding ultimately that Telemarketing can and, when appropriate, should, play a larger role in an integrated direct marketing strategy for a non-profit organization.
Metrics
28 File views/ downloads
34 Record Views
Details
- Title
- Designing a telemarketing program
- Creators
- Megan Metz - DU
- Contributors
- Brian Moore (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- iii, 91 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 4354; 991014632841404721