Selling Electronic Media

1. Auflage 1999
ISBN: 978-0-240-80327-2
Verlag: Routledge

Buch, Englisch, 482 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 902 g

"Selling is identifying and satisfying customer needs profitably. Profitable for you, profitable for them."Diane Sutter, President and CEO of Shooting Star Broadcasting, owner of KTAB-TV, Abilene, TexasThis is the definition of sales used throughout Ed Shane's comprehensive and timely textbook Selling Electronic Media. This new definition reflects the customer-orientation of today's marketing environment as well as the product-orientation of selling. Today's selling is a win/win proposition, a win for the seller and a win for the customer.Using interviews with industry leaders and reports of their selling experiences, Selling Electronic Media shares insight and practical advice in the basics of selling: · prospecting· qualifying· needs analysis· presentations· answering objections· closing· relationship management
Focusing on the merging and converging of electronic media and the need for branding of media at all levels, this highly readable book offers complete coverage of advertising sales for radio, television and cable, plus the new and emerging mass communication technologies, primarily those generated by the Internet.Selling Electronic Media is enhanced with review highlights and discussion points and illustrated throughout with visuals used by media outlets to market commercials and their audience reach.Students pursuing sales and marketing careers in electronic media and professionals wishing to reinforce their understanding of the merging and converging media environment will find what they need in the pages of this book.

Zielgruppe

Professional Practice & Development

Autoren/Hrsg.

Shane, Ed

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel

Inhaltsverzeichnis

The selling environment; The selling process; Research and ratings; Sales management; Casting the Net: selling targets; Selling television advertising; Selling cable advertising; Selling radio advertising; The interactive interim; Epilogue; Appendix 1: Selling against newspapers; Appendix 2: "Selling the Proper Media to Reach Your Target Audience" by Nanette Straw; Appendix 3: Sample sales candidate profile from The H.R. Chally Group; Glossary

Über Autor(innen)

Ed Shane