メディア販売（第４版） Media Selling : Television, Print, Internet, Radio（4）

著者名：Warner, Charles

Wiley-Blackwell（2011/08/26発売）

• 言語：ENG
• ISBN：9781405158398
• eISBN：9781444359275

Description

This newly revised and updated edition of Media Selling 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.

• A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media
  
• Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites
  
• Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling
  
• Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data

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