Consumer attitudes towards marketting and the privacy issue

Resumen

The use of different forms of telemarketing by call centers is on the rise. It has become a 'booming business' not only in the United States, the cradle of telemarketing, but in several European countries as well. The considerable turnover statistics in this business contrast with conclusions of several American and European surveys in which consumers communicate their irritation and sometimes distrust ofspecific types of telemarketing regarding their relational and informational privacy. If this attitude is generalised and would result in negative behaviour it can jeopardise the future of specific types of telemarketing. This is the reason why both the possibilities and limitations of telemarketing are stressed here. The strengths and weaknesses of the telephone as a marketing instrument and other pros and cons are weighed against those offered by traditional marketing media and new media. The telephone and other direct marketing media can help to create an organisation's corporate image, but can also destroy it if the telemarketing campaign lacks professionalism and respect for prospects and customers.