What term refers to a systematic and continuous program of communicating with customers and prospects via telephone and/or other electronic media?

The term that refers to a systematic and continuous program of communicating with customers and prospects via telephone and/or other electronic media is telemarketing. Telemarketing involves using telephone calls or other electronic means to reach out to potential customers with the aim of promoting products or services, gathering information, or following up on leads. This method permits businesses to engage with a broad audience, establish relationships, and maintain ongoing communication with their customer base.

While cold calling is a component of telemarketing, as it involves reaching out to potential customers without prior contact, telemarketing encompasses a broader range of strategies, including not only outbound calls but also the use of emails, text messages, and other digital communication tactics. Direct mail marketing, on the other hand, involves sending physical promotional materials to customers, which does not utilize the electronic means described in the question. Customer relationship management refers to the overall strategy and tools used by a company to manage interactions with customers, rather than the specific communication methods employed. Hence, telemarketing is the most fitting term in this context.