 Media Selling: Broadcast, Cable, Print, and Interactive, 3rd Edition
ISBN: 978-0-8138-0417-0
Paperback
598 pages
July 2003, Wiley-Blackwell
US $59.99
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About the Authors.
Preface.
Acknowledgments.
Part One: The Marketing/Media Ecology and Selling
1. The Marketing/Media Ecology.
2. Selling: Perspectives and Approaches.
3. Sales Ethics.
4. The AESKOPP System of Selling
.
Part Two: Attitude, Emotional Intelligence, and Skills
5. Attitude.
6. Emotional Intelligence.
7. Skills: Effective Communication, Effective Listening, and Understanding People.
8. Skills: Influence and Creating Value.
9. Skills: Prospecting and Identifying Problems.
10. Skills: Generating Proposals.
11. Skills: Presenting.
12. Skills: Negotiating and Closing.
13. Skills: Servicing
.
Part Three: Knowledge
14. Business and Finance (William Redpath).
15. Marketing (Tim Larson and Ken Foster).
16. Media Research (Joseph Buchman).
17. Advertising.
18. Newspapers (Thomas Stultz).
19. Broadcast Television (Mark Chassman).
20. Radio (Paul Talbot).
21. Cable Television (J. William Grimes).
22. Yellow Pages (Joseph Buchman).
23. Magazines (Phil Frank).
24. Internet (Vincent Thompson).
25. Outdoor (Joseph Buchman).
26. Media Comparisons: Advantages and Disadvantages
.
Part Four: Opportunities, Preparation, and Persistence.
27. Opportunities: Direct and Agency Selling.
28. Preparation and Persistence: Organization and Time Management
.
Part Five: The Future.
29. The Future of Media Selling (Joseph Buchman and Charles Warner)
.
Part Six: Appendixes.
Index
Preface.
Acknowledgments.
Part One: The Marketing/Media Ecology and Selling
1. The Marketing/Media Ecology.
2. Selling: Perspectives and Approaches.
3. Sales Ethics.
4. The AESKOPP System of Selling
.
Part Two: Attitude, Emotional Intelligence, and Skills
5. Attitude.
6. Emotional Intelligence.
7. Skills: Effective Communication, Effective Listening, and Understanding People.
8. Skills: Influence and Creating Value.
9. Skills: Prospecting and Identifying Problems.
10. Skills: Generating Proposals.
11. Skills: Presenting.
12. Skills: Negotiating and Closing.
13. Skills: Servicing
.
Part Three: Knowledge
14. Business and Finance (William Redpath).
15. Marketing (Tim Larson and Ken Foster).
16. Media Research (Joseph Buchman).
17. Advertising.
18. Newspapers (Thomas Stultz).
19. Broadcast Television (Mark Chassman).
20. Radio (Paul Talbot).
21. Cable Television (J. William Grimes).
22. Yellow Pages (Joseph Buchman).
23. Magazines (Phil Frank).
24. Internet (Vincent Thompson).
25. Outdoor (Joseph Buchman).
26. Media Comparisons: Advantages and Disadvantages
.
Part Four: Opportunities, Preparation, and Persistence.
27. Opportunities: Direct and Agency Selling.
28. Preparation and Persistence: Organization and Time Management
.
Part Five: The Future.
29. The Future of Media Selling (Joseph Buchman and Charles Warner)
.
Part Six: Appendixes.
Index
