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SELLING TODAY


MANNING G. REECE B. AHEARNE M.

wydawnictwo: PEARSON EDUCATION , rok wydania 2009, wydanie V

cena netto: 375.00 Twoja cena  356,25 zł + 5% vat - dodaj do koszyka

Students heading for a career in business will benefit from researched and proven selling techniques.

Professional sales skills are becoming increasingly important in today’s business world. This text covers up-to-date academic topics and rich application materials, providing students with everything they need to understand and apply selling techniques.

In the eleventh edition, Manning and Reece have invited Michael Ahearne to join their best-selling author team. Ahearne’s experience as Associate Professor of Marketing and Executive Director of the Sales Excellence Institute, in addition to his extensive educational background, provides invaluable insight to this already well-researched text.


Table of Contents

PART  1 Developing a Personal Selling Philosophy
1.  PERSONAL SELLING AND THE MARKETING CONCEPT  
2.  PERSONAL SELLING OPPORTUNITIES IN THE AGE OF INFORMATION  


PART  2 Developing a Relationship Strategy
3.  CREATING VALUE WITH A RELATIONSHIP STRATEGY  
4.  COMMUNICATION STYLES: A KEY TO ADAPTIVE SELLING
5.  ETHICS: THE FOUNDATION FOR RELATIONSHIPS IN SELLING  


PART  3 Developing a Product Strategy
6.  CREATING PRODUCT SOLUTIONS  
7.  PRODUCT-SELLING STRATEGIES THAT ADD VALUE  


PART  4 Developing a Customer Strategy
8.  THE BUYING PROCESS AND BUYER BEHAVIOR  
9.  DEVELOPING AND QUALIFYING A PROSPECT BASE  


PART  5 Developing a Presentation Strategy
10.  APPROACHING THE CUSTOMER  
11.  CREATING THE CONSULTATIVE SALES PRESENTATION  
12.  CREATING VALUE WITH THE SALES DEMONSTRATION  
13.  NEGOTIATING BUYER CONCERNS  
14.  CLOSING THE SALE AND CONFIRMING THE PARTNERSHIP  
15.  SERVICING THE SALE AND BUILDING THE PARTNERSHIP  


PART  6 Management of Self and Others
16.  OPPORTUNITY MANAGEMENT: THE KEY TO GREATER SALES PRODUCTIVITY  
17.  MANAGEMENT OF THE SALES FORCE  
APPENDIX 1  REALITY SELLING TODAY VIDEO BASED ROLE PLAYS  
APPENDIX 2  USE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOFTWARE  SALESFORCE.COM  
APPENDIX 3  PARTNERSHIP SELLING: A ROLE-PLAY/SIMULATION FOR SELLING TODAY  


Endnotes  
Glossary  
Credits  
Name Index  
Subject Index  


544 pages, Paperback

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