MAP20070009949Stevens, MichaelThe Handbook of telemarketing : strategies for implementation management / Michael Stevens. — London : The Decisions Group : Kogan Page, 1991500 p. ; 24 cmSumario: The principles of telephone marketing -- Applications and opportunities -- Agency in-house? -- Setting up a telephone marketing unit -- Staff selection and recruitment -- Staff training and development -- Motivating staff -- Planning, implementing and managing a campaign -- Development and growth -- Legislation and good practice initiatives -- How others have done it - case studies