营销学精选教材.英文影印版—销售学：创造顾客价值（第10版）
定 价：52 元
丛书名：营销学精选教材·英文影印版
- 作者：（美）曼宁（Manning，G.L.），（美）里斯（Reece，B.L.） 著
- 出版时间：2008/1/1
- ISBN：9787301123058
- 出 版 社：北京大学出版社
- 中图法分类：F713.3
- 页码：500
- 纸张：胶版纸
- 版次：1
- 开本：16开
- 字数：(单位：千字)
本书分6部分17章，从关系战略、产品战略、顾客战略和陈述战略系统介绍了人员销售的概念、方法和技能。其中，第一部分介绍了人员销售和营销观念，以及信息时代的人员销售机会。第二部分讨论了人员销售的关系战略。第三部分讨论了如何创建产品方案和产品销售战略。第四部分介绍了顾客为什么要购买、怎样购买，并解释了如何识别潜在顾客。第五部分强调了销售人员作为顾客的产品推荐者、顾问和伙伴的概念。第六部分则介绍了销售人员如何进行自我管理和管理他人。 为了方便课程教学，本书提供了大量真实的案例，并设计了角色扮演练习，同时还介绍了不同国家的商业文化，具有较强的可操作性。
本书特色：以人员销售的四大战略为支柱；强调增值型销售战略；来自真实世界的案例；扩充了价值创造的内容；提供角色扮演练习。
Preface xvii
Acknowledgments xxiii
PART 1 Developing a Personal Selling Philosophy
1. PERSONAL SELLING AND THE MARKETING CONCEPT
2. PERSONAL SELLING OPPORTUNITIES IN THE AGE OF INFORMATION
PART 2 Developing a Relationship Strategy
3. CREATING VALUE WITH A RELATIONSHIP STRATEGY
4. COMMUNICATION STYLES: MANAGING SELLING RELATIONSHIPS
5. ETHICS: THE FOUNDATION FOR RELATIONSHIPS IN SELLING
PART 3 Developing a Product Strategy
6. CREATING PRODUCT SOLUTIONS
7. PRODUCT-SELLING STRATEGIES THAT ADD VALUE
PART 4 Developing a Customer Strategy
8. THE BUYING PROCESS AND BUYER BEHAVIOR
9. DEVELOPING AND QUALIFYING A PROSPECT BASE Preface xvii
Acknowledgments xxiii
PART 1 Developing a Personal Selling Philosophy
1. PERSONAL SELLING AND THE MARKETING CONCEPT
2. PERSONAL SELLING OPPORTUNITIES IN THE AGE OF INFORMATION
PART 2 Developing a Relationship Strategy
3. CREATING VALUE WITH A RELATIONSHIP STRATEGY
4. COMMUNICATION STYLES: MANAGING SELLING RELATIONSHIPS
5. ETHICS: THE FOUNDATION FOR RELATIONSHIPS IN SELLING
PART 3 Developing a Product Strategy
6. CREATING PRODUCT SOLUTIONS
7. PRODUCT-SELLING STRATEGIES THAT ADD VALUE
PART 4 Developing a Customer Strategy
8. THE BUYING PROCESS AND BUYER BEHAVIOR
9. DEVELOPING AND QUALIFYING A PROSPECT BASE
PART 5 Developing a Presentation Strategy
10. APPROACHING THE CUSTOMER
11. CREATING THE CONSULTATIVE SALES PRESENTATION
12. CREATING VALUE WITH THE SALES DEMONSTRATION
13. NEGOTIATING BUYER CONCERNS
14. CLOSING THE SALE AND CONFIRMING THE PARTNERSHIP
15. SERVICING THE SALE AND BUILDING THE PARTNERSHIP
PART 6 Management of Self and Others
16. OPPORTUNITY MANAGEMENT: THE KEY TO GREATER SALES PRODUCTIVITY
17. MANAGEMENT OF THE SALES FORCE
APPENDIX 1 FINDING EMPLOYMENT: A PERSONALIZED MARKETING PLAN FOR THE AGE OF INFORMATION
APPENDIX 2 PARTNERSHIP SELLING: A ROLE-PLAY/SIMULATION FOR SELLING TODAY
Endnotes
Glossary
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