Relationship Selling - Rilegato

Johnston, Mark; Marshall, Greg

Rilegato

ISBN 10: 0073529818 ISBN 13: 9780073529813

Casa editrice: McGraw-Hill Education, 2007

Riassunto

Now available in its second edition, Relationship Selling has already struck a chord with instructors and students throughout the selling discipline. As its title suggests, Relationship Selling focuses on creating and maintaining profitable long-term relationships with customers, highlighting the salesperson as an essential element in communicating value to customers. This same approach is used successfully at firms throughout the world-no surprise given the extensive real-world sales and consulting experience of this author team. From its numerous role-plays and pedagogical aids to its student-friendly style and stellar teaching support, Relationship Selling is a fast-rising favorite of students and instructors alike.

Su questo libro

L'autore:

Mark W. Johnston is the Alan and Sandra Gerry Professor of Marketing and Ethics in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. He earned his Ph.D. in Marketing in 1986 from Texas A&M University. Prior to receiving his doctorate, he worked in industry as a sales representative for a leading distributor of photographic equipment. His research has been published in a number of professional journals including Journal of Marketing Research, Journal of Applied Psychology, Journal of Business Ethics, Journal of Marketing Education, Journal of Personal Selling & Sales Management and many others. Mark is also an active member in the American Marketing Association and Academy of Marketing Science. Mark has been retained as a consultant for firms in a number of industries including personal health care, chemical, transportation, hospitality, and telecommunications. He has consulted on a wide range of issues involving strategic business development, sales force structure and performance, international market opportunities, and ethical decision-making. Mark also works with MBA students on consulting projects around the world for companies such as Tupperware, Disney, and Johnson & Johnson. He has conducted seminars globally on a range of topics including the strategic role of selling in the organization, developing an ethical framework for decision-making, improving business unit performance, and structuring an effective international marketing department. Mark continues to provide specialized seminars to top managers on strategic marketing issues. For more than two decades Mark has taught Marketing Management working with thousands of students. His hands-on, real world approach to marketing management has earned him a number of teaching awards.

Contenuti:

Part One What Is Relationship Selling?

Chapter 1 Introduction to Relationship Selling

Chapter 2 Using Information to Understand Sellers and Buyer

Chapter 3 Value Creation in Buyer-Seller Relationships

Chapter 4 Ethical and Legal Issues in Relationship Selling

Part Two Elements of Relationship Selling

Chapter 5 Prospecting and Sales Call Planning

Chapter 6 Communicating the Sales Message

Chapter 7 Negotiating for Win-Win Solutions

Chapter 8 Closing the Sale and Follow-up

Chapter 9 Self-Management: Time and Territory

Part Three Managing the Relationship-Selling Process

Chapter 10 Salesperson Performance: Behavior, Motivation, and Role Perceptions

Chapter 11 Recruiting and Selecting Salespeople

Chapter 12 Training Salespeople for Sales Success

Chapter 13 Salesperson Compensation and Incentives

Glossary

Endnotes

Index

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2007
• ISBN 10: 0073529818
• ISBN 13: 9780073529813
• Rilegatura: Copertina rigida
• Numero edizione: 2
• Numero di pagine: 446