engage magazine issue 005 \\\'07 - Page 67

BUSINESS BOOKS 67 Book Reviews Telemarketing There are both advantages and disadvantages of telemarketing over other forms of marketing. Contacting consumers by telephone allows you to gauge the customer’s interest immediately; ask questions to assess the customer’s needs; explain technical or complex messages more effectively. However, many people find marketing calls annoying and too interrupting. In business-to-business (B2B) marketing, people are more receptive to marketing calls which are taken as part of their work and during their work day rather than when someone is home. In this issue books reviewer Caroline Lashley takes a look at three new business titles. Caroline Lashley runs The Editor’s Office, a PR consultancy helping small businesses and entrepreneurs gain basic skills in public relations. She is also the publisher and editor of small business ezine, Sister Business UK. 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