This dissertation is compounded from theoretical and practical part. The theoretical one is focused on description of telemarketing and its kinds. Then presents database marketing from build own database through types of database marketing and data mining. For effective telemarketing is essential to use various tools, specific forms of calls, knowledge of phone structure and art of negotiation with difficult customers. Integral part is the fair system of reward and well set selection process. The core of the practical part is to apply obtained theoretical knowledge on the real environment of telephone operators and managers of telemarketing agencies. The results from realized questionnaire research are interpreted to analyze under what conditions is telemarketing effective tool of marketing communications. Achieved findings are consequently used for formulation of suitable recommendations.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193630 |
| Date | January 2013 |
| Creators | Juránek, Patrik |
| Contributors | Kincl, Tomáš, Novák, Michal |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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