Media Selling: Television, Print, Internet, Radio / Edition 4

Media Selling: Television, Print, Internet, Radio / Edition 4

by Charles Warner, Warner
     
 

For the past two decades, Media Selling and its predecessor, Broadcast and Cable Selling, have served students and professionals in the broadcasting, cable, print, and Internet industries as an indispensable tool for learning, training, and mastering sales techniques for these media.

This newly revised and updated edition addresses the significant

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Overview

For the past two decades, Media Selling and its predecessor, Broadcast and Cable Selling, have served students and professionals in the broadcasting, cable, print, and Internet industries as an indispensable tool for learning, training, and mastering sales techniques for these media.

This newly revised and updated edition 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. This fourth edition includes chapters on sales ethics, emotional intelligence (discerning and then matching the emotional needs of a prospect), and Internet selling. Praised by educators and sales training managers throughout the country, Media Selling advocates a solution-selling approach that one reviewer called “the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read.”

Product Details

ISBN-13:
9781405158398
Publisher:
Wiley
Publication date:
05/12/2009
Series:
Wiley Desktop Editions Series
Edition description:
New Edition
Pages:
616
Sales rank:
395,030
Product dimensions:
6.70(w) x 9.70(h) x 1.30(d)

Table of Contents

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

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