Please use this identifier to cite or link to this item:
http://localhost:8080/xmlui/handle/123456789/418| Title: | Predicting Bank Telemarketing Success: A Multi-Country Empirical Perspective |
| Authors: | Sarin, Gaurav Chauhan, Atul Singh |
| Keywords: | Bank Telemarketing |
| Issue Date: | 2023 |
| Publisher: | The IUP Journal of Marketing Management |
| Description: | Marketing mix is one of the most popular concepts to have emerged in marketing in the past six decades (Yudelson, 1999). The phrase was coined by Neil H Bordon and James Culliton in 1948. It was defined in the current context by E Jerome McCarthy in his seminal work Basic Marketing in 1960 (Yudelson, 1999). McCarthy defines marketing mix as “controllable variables the company puts together to satisfy” the targeted segment (Perreault and McCarthy, 2017). He reduced all the variables in the marketing mix to four dimensions, namely, product, place, promotion, and price (Perreault and McCarthy, 2017). The marketing mix is commonly known as 4Ps, and the focus of each of the 4Ps is on the customer—“C” (Perreault and McCarthy, 2017). The third P, i.e., promotion, focuses on communicating with the customer. Telemarketing has become an important part of promotion in the ever-evolving digital age (Jayabalan and Asare-Frempong, 2017) |
| URI: | http://localhost:8080/xmlui/handle/123456789/418 |
| Appears in Collections: | PGDM |
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