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

Author List: Cobbin Jr., W. Frank; Kozar, Kenneth A.; Michaele, Stephen J.;

MIS Quarterly, 1989, Volume 13, Issue 3, Page 360-372.

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.

Keywords: human factors; ISDN; organizational impacts; strategic advantage; Telemarketing

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List of Topics

#119	0.311	implementation systems article describes management successful approach lessons design learned technical staff used effort developed organization experiences large managing discusses
#35	0.180	technology organizational information organizations organization new work perspective innovation processes used technological understanding technologies transformation consequences perspectives use administrative economic
#182	0.122	percent sales average economic growth increasing total using number million percentage evidence analyze approximately does business flow annual book daily
#123	0.115	information strategy strategic technology management systems competitive executives role cio chief senior executive cios sis support organization officer position ceos
#211	0.053	service services delivery quality providers technology information customer business provider asp e-service role variability science propose logic companies especially customers