"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, Texas
This 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.
Written by an expert with over 20 years of consulting
experience
Comprehensive treatment ofthe sales process
Equally useful to students and professionals
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