The telemercatic (or telemarketing in English, TMK in summary) is traditionally regarded as a branch of the direct Marketing (known as operational). In that, she is opposed to the strategic Marketing, usually confined at the general headquarters of the companies. Obviously, the telemarketing is an action of ground and contact. It aims the generation of quantitative variables so much (figures) that qualitative results (ideas), all useful for the company.

The telemarketing includes/understands the whole of the techniques of interpersonal Communication which, carried by a technological architecture (coupling telecommunications-infomatique, CTI), are capable to create, to consolidate or inform the distant Relation human. The Greek tele means distant, distant.

However, its sphere of activity largely overflows the very finalized framework of operational marketing. With the wire of time, the telemarketing indeed went up the decisional chain of the companies for from now on forming a strategic tool, integrated as of the upstream at the great stages of structuring and implementation of the commercial project.

It is more than ever of communication about human to human, used to constitute or enrich by the data:

• sociological or psychosociological (surveys),
• Marketing “upstream” (evaluation of competition, characterization of a target, prospection of a market),
• of impact (communication, measurement or stressing of notoriety),
• commercial (presentation of an offer, proposal for a purchase on line or remote),
• Marketing “downstream” (retention, development of consumer loyalty of customers),
• quality (analyzes needs, customer - mystery, treatment of the complaints).

Episodical processes uninterrupted or campaigns, the actions telemarketing are declined as follows:

• emission of flow of information (for example emission of phone calls, EA),
• reception of flow of information (for example reception of phone calls, RA),
• or both (mixed, EA + RA).

These actions are accompanied by a seizure of information on line, via a software application of Customer relationship management (CRM). If a intellectual treatment coincides with the aforementioned seizure, one speaks about qualification of information. The raw data are then transformed into data - quantitative or qualitative - commercially exploitable, whether it is for a setting with profit immediate or positioned in the long term.

This operation of valorization constitutes one of the reasons to be the télémercatique one. The second being to start or prolong a necessarily profitable human contact (relationship of trust).

The telemarketing, it is the voluntarist translation - by the médié contact (within the meaning of technical mediation) - strategy of knowledge, transaction and consolidation of the relation between part-fascinating of the same economic project.

To note - a professional practitioner the telemarketing is not a telemarketor. It is a teleactor (TA), generic term indicating that which makes things by telephone. Its trade, according to its object, is declined as follows:

• the Téléconseiller provides remote council, for example on a produced or a control to be adopted (political medical, etc),

• the telesales operator or commercial sedentary makes a trade proactif or reactive, according to whether it targets and made proposals in the tread or - contrary - answers very an other matter to direct its interlocutor towards a convenient offer,
• the teleprospector inquires into the maturity of a market, by raising questions of order mercatic to more or less targeted Population S - it qualifies (informs and brings up to date) a database, genuine commercial tool of the telesales operator.

To stop the telemarketing

Not to receive advertizing offers by telephone more there exists in certain countries a register: ; Belgium: The Robinson list managed by the Belgian Association of direct marketing (ABMD) ; France: List orange, red Liste, Liste Robinson.

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