Many of the tools you use to distribute your marketing messages - email, websites, social media, etc. - are much different than those employed by marketers 60 years ago.
Yet, the purpose of your messages is probably the same as those of past generations. Engage your audience. Address a need. Create an urge. Offer a solution. Communicate your value. Differentiate your brand.
In other words, the delivery methods may change, but the goals really don't.
The same goes for how you and your staff should treat callers.
You might not identify with a rotary-dial, desktop landline telephone from 1952, but the same basic phone skills and etiquette that were important back then are still important today. Maybe even more so.
See a few specific examples of how your grandfather's telephone skills still work today in this BusinessVoice blog post.