Establishing Telemarketing Leadership Through Information Management: Creative Concepts at AT&T American Transtech

Telemarketing is a growth industry that falls within the realm of information management. The telemarketing services provided by AT&T American Transtech grew from non-existence to a position of leadership in the industry in just four years. The organization was able to accomplish this feat with a total systems approach using innovative methods for approaching and satisfying new markets. Hardware innovations, including the use of ISDN, along with a humanized implementation have been combined in this successful effort. This article describes the telemarketing service effort of American Transtech and the lessons learned that could be applied to other information management organizations.

• 저널MIS Quarterly · 13(3) · 361–372
• 토픽Big Data and Business Intelligence · Management Information Systems
• DOI10.2307/249012
• 저자W. Frank Cobbin, Kenneth A. Kozar, S.J. Michaele