Media Selling
Iowa State University Press (Verlag)
978-0-8138-0417-0 (ISBN)
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For the past two decades, "Broadcast and Cable Selling" has served students and professionals in the broadcast and cable industries as an indispensable tool for learning, training, and mastering sales techniques for the electronic media. Now, in an era of media convergence and cross-platform selling, authors Warner and Buchman have re-crafted this landmark text as "Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition".In the last decade, the media industries have experienced unprecedented consolidation and sweeping change. The third edition of "Media Selling" addresses these significant industry changes and continues to be the seminal resource for information on media sales. The text retains all of its original focus on the electronic media, while adding in-depth and expanded information on newspaper, magazine, Interactive, Yellow Pages, and outdoor/billboard.Among the new chapters and features to this edition, readers will find a particularly relevant chapter on sales ethics, a chapter on emotional intelligence (discerning and then matching the emotional needs of a prospect), and up-to-date information on Interactive media selling.
Praised by educators and sales training managers throughout the country, "Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition" advocates a solution selling approach that one reviewer called 'the best synthesis of behavioral psychology, common sense, and professional salesmanship I've ever read.'
Charles Warner has returned to his position as the Leonard H. Goldenson Endowed Professor of Local Broadcasting at the University of Missouri School of Journalism after having served as a Vice President of Interactive Marketing for America Online for four years. He also served as the Department Chair of Mass Communication at Menlo College and as Vice President and General Manager of several major radio stations in New York City, Chicago, and Pittsburgh, and of CBS Radio Spot Sales.
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
| Erscheint lt. Verlag | 1.9.2003 |
|---|---|
| Verlagsort | Arnes, AI |
| Sprache | englisch |
| Maße | 183 x 257 mm |
| Gewicht | 1231 g |
| Themenwelt | Mathematik / Informatik ► Informatik ► Grafik / Design |
| Technik ► Nachrichtentechnik | |
| Technik ► Umwelttechnik / Biotechnologie | |
| Wirtschaft ► Betriebswirtschaft / Management ► Wirtschaftsinformatik | |
| ISBN-10 | 0-8138-0417-5 / 0813804175 |
| ISBN-13 | 978-0-8138-0417-0 / 9780813804170 |
| Zustand | Neuware |
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