Media Selling
Wiley-Blackwell (an imprint of John Wiley & Sons Ltd) (Verlag)
978-1-4051-5839-8 (ISBN)
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This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data
Charles Warner is a media sales and management consultant/trainer and an active blogger at www.mediacurmudgeon.com. He teaches at The New School in New York, and is the Goldenson Chair Emeritus at the University of Missouri School of Journalism. He was the Vice President of AOL's Interactive Marketing division until his retirement in 2002.
List of Contributors Preface and Acknowledgments Part I: The Marketing/Media Ecology and Personal Selling: 1. The Marketing/Media Ecology: Charles Warner 2. Selling: Assumptions, Approaches, and Types of Selling: Charles Warner 3. Sales Ethics: Charles Warner 4. The AESKOPP System of Selling: Charles Warner Part II: Attitude, Emotional Intelligence, and Skills: 5. Attitude and Goal Setting: Charles Warner 6. Emotional Intelligence: Charles Warner 7. Skills: Effective Communication, Effective Listening, and Understanding People: Charles Warner 8. Skills: Influence and Creating Value: Charles Warner 9. Skills: Prospecting and Identifying Problems: Charles Warner 10. Skills: Generating Solutions, Proposals, and Presentations: Charles Warner 11. Skills: Presenting: Charles Warner 12. Skills: Negotiating and Closing: Charles Warner 13. Skills: Servicing: Charles Warner Part III: Knowledge: 14. Business and Finance: William Redpath 15. Marketing: Tim Larson and Ken Foster 16. Media Research: Roger Baron 17. Advertising: Charles Warner 18. Television: J. William Grimes and Ron Steiner 19. Newspapers: Thomas J. Stultz 20. The Internet: Vincent Thompson and Paul Talbot 21. Radio: Paul Talbot 22. Magazines: Phil Frank 23. Media Comparisons: Advantages and Disadvantages: Charles Warner Part IV: Opportunities, Preparation, and Persistence: 24. Opportunities, Organization, and Time Management: Charles Warner Appendix A. Selling Magazines to Agencies: Phil Frank Appendix B. Writing Copy: Charles Warner Index
| Erscheint lt. Verlag | 9.4.2009 |
|---|---|
| Verlagsort | Chichester |
| Sprache | englisch |
| Maße | 170 x 238 mm |
| Gewicht | 1056 g |
| Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft |
| ISBN-10 | 1-4051-5839-5 / 1405158395 |
| ISBN-13 | 978-1-4051-5839-8 / 9781405158398 |
| Zustand | Neuware |
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