Media Selling

出版者:Blackwell Pub Professional

作者:Warner, Charles/ Buchman, Joseph

页数:598

出版时间:2003-7

价格:$ 73.44

装帧:HRD

isbn号码:9780813804170

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.'