Opis: Personal Selling - Anderson

In line with students' current career goals, Personal Selling focuses almost exclusively on professional business-to-business selling rather than retail selling. Early introduction of the Personal Selling Process helps to engage students from the beginning by outlining how to develop prospects into customers. The authors' latest research on customer loyalty and relationship marketing further distinguishes Personal Selling from other titles which focus less on these pressing issues. Strategies for achieving long-term customer loyalty appear throughout this text to underscore how attracting, cultivating, and retaining satisfied customers leads to higher profitability for salespeople and their organizations. In addition, the authors address the use of technology tools and services that facilitate, as well as prevent, sales. Clear, conversational writing allows students to easily understand the authors' research and analysis of the field.

At the beginning of each chapter, a list of goals highlights key topics for students to keep in mind as they read—increasing the chances that they will synthesize essential concepts. Boxed inserts appear throughout the chapter, enhancing students understanding of special topics with in-depth coverage: On the Frontlines boxes focus on day-to-day activities by illustrating how actual salespeople work with prospects and customers before, during, and after the sale; and It's Up to You boxes simulate real-life sales scenarios to activate students' critical-thinking skills. From the Command Post boxes include examples from companies implementing the latest sales concepts and practices to underscore contemporary trends in personal selling, and Keeping Up On-line boxes refer students to specific web sites and ask follow-up questions about the sites, encouraging them to begin using technology to increase sales. Every chapter closes with a set of key terms, chapter review questions, topics for individual consideration and class discussion, projects for personal growth, and two cases.

A Personal Selling Process wheel appears in each chapter, illustrating the connection between the seven stages of the selling cycle and also highlighting the particular stage under review.
Personal Profiles of contemporary salespeople from different backgrounds and organizations help students understand that there is no stereotypical profile of a successful salesperson.
Contemporary research and real-world examples reinforce crucial concepts and issues.

Szczegóły: Personal Selling - Anderson

Tytuł: Personal Selling
Autor: Anderson
Producent: Houghton Mifflin Company
ISBN: 9780618356904
Rok produkcji: 2003
Ilość stron: 512
Oprawa: Miękka
Waga: 1.18 kg

Recenzje: Personal Selling - Anderson