BUSINESS‐TO‐BUSINESS: A VALUE‐ADDED SERVICE TO BUILD OPPORTUNITY

Utilization of the telephone to add incremental business is now an accepted merchandising approach. What only a few short years ago was viewed as “nuisance calls” has now developed into a second‐level marketing arm at firms and associations across the country. This report overviews this “newest” marketing tool — its roots, structure, pitfalls, and potential.