Media Selling

Media Selling

Digital, Television, Audio, Print and Cross-Platform

Warner, Charles; Lederer, William; Moroz, Brian

John Wiley and Sons Ltd

07/2020

576

Mole

Inglês

9781119477396

15 a 20 dias

1084

Descrição não disponível.

About the Authors ix

Acknowledgments xi

Preface xiii

1 The Marketing/Media Ecology 1
Charles Warner

2 Selling in the Digital Era 15
Charles Warner

3 Sales Ethics and Transparency 47
Charles Warner

4 The AESKOPP Approach, Attitude, and Goal Setting 61
Charles Warner

5 Emotional Intelligence 81
Charles Warner

6 Effective Communication, Effective Listening, and Understanding People 91
Charles Warner

7 Influence and Creating Value 111
Charles Warner

8 The New Buying and Selling Process 139
Charles Warner

9 Prospecting and Qualifying 155
Charles Warner

10 Researching Insights and Solutions 187
Brian Moroz

11 Educating 207
Charles Warner

12 Proposing 235
Charles Warner

13 Negotiating and Closing 245
Charles Warner

14 Customer Success 293
Charles Warner

15 Marketing 305
Charles Warner

16 Advertising 327
Charles Warner

17 Programmatic Marketing and Advertising 353
William A. Lederer

18 Measuring Advertising 375
William A. Lederer

19 Selling Digital and Cross-Platform Advertising 391
Charles Warner

20 Google and Search 415
Brian Moroz

21 Facebook and Social Media 425
Charles Warner

22 Television 457
Charles Warner

23 Print and Out of Home 475
Charles Warner

24 Audio 495
Charles Warner

25 Time Management 513
Charles Warner

Appendix: Digital Advertising Glossary 523

Index 535

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<p>Selling media; selling digital media; selling television media; selling audio media; selling print media; selling media cross-platform; media selling ethics; negotiating media buys; researching media buys; selling digital advertising; media analytics</p>