Media Selling: Broadcast, Cable, Print, and Interactive - Brossura

Warner, Charles; Buchman, Joseph

Brossura

ISBN 10: 0813804175 ISBN 13: 9780813804170

Casa editrice: Blackwell Pub, 2003

Riassunto

For the past two decades, Broadcast and Cable Selling has served students and professionals in the broadcast and cable industries as an indispensable tool for learning, training, and mastering sales techniques for the electronic media. Now, in an era of media convergence and cross-platform selling, authors Warner and Buchman have re-crafted this landmark text as Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition.

In the last decade, the media industries have experienced unprecedented consolidation and sweeping change. The third edition of Media Selling addresses these significant industry changes and continues to be the seminal resource for information on media sales. The text retains all of its original focus on the electronic media, while adding in-depth and expanded information on newspaper, magazine, Interactive, Yellow Pages, and outdoor/billboard.

Among the new chapters and features to this edition, readers will find a particularly relevant chapter on sales ethics, a chapter on emotional intelligence (discerning and then matching the emotional needs of a prospect), and up-to-date information on Interactive media selling. Praised by educators and sales training managers throughout the country, Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition advocates a solution selling approach that one reviewer called “the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read.”

Su questo libro

L'autore:

Charles Warner has returned to his position as the Leonard H. Goldenson Endowed Professor of Local Broadcasting at the University of Missouri School of Journalism after having served as a Vice President of Interactive Marketing for America Online for four years. He also served as the Department Chair of Mass Communication at Menlo College and as Vice President and General Manager of several major radio stations in New York City, Chicago, and Pittsburgh, and of CBS Radio Spot Sales.

Dalla quarta di copertina:

Author Charles Warner has done it again. In Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition, Warner recrafts has landmark text, Broadcast and Cable Selling, to meet the needs of students and professionals in all of the advertising-supported media. Like its processor, Warner’s latest effort is an indispensable tool for learning, training, and mastering sales and negotiating techniques for the media.

In the last decade, the media industries have experienced unprecedented consolidation and sweeping change. The third edition of Media Selling addresses these significant industry changes and continues to be the seminal resource for information on media sales. The text includes in-depth and expanded information not only on broadcast and cable selling but also on newspapers, magazines, yellow pages, Interactive, and outdoor media-a necessary in an era of media convergence and cross-platform selling.

Praised by educators and sales training managers throughout the country, Media Selling: Broadcast, Cable, Paint, and Interactive, Third Edition advocates a solutions selling approach that one reviewer called "the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read."

Su questa edizione

• Editore: Blackwell Pub
• Data di pubblicazione: 2003
• ISBN 10: 0813804175
• ISBN 13: 9780813804170
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 500