Читать книгу Media Selling - Warner Charles Dudley - Страница 2
Table of Contents
Оглавление1 Cover
4 Preface Focus of the Book Unique Features Style of the Book
5 1 The Marketing/Media Ecology What Is Marketing? The Internet and Ad Words: Disrupting Marketing and Advertising Google Customers Versus Consumers What Is Advertising? The Media Hypocrites Not Allowed References
6 2 Selling in the Digital Era What Changed? Digital‐Era Media Are Still “The Media” New Assumptions for the Digital Era Approaches Mission, Objectives, Strategies, and Tactics Types of Selling Summary References
7 3 Sales Ethics and Transparency Sales Ethics in the Advertising‐Supported Media What Are Ethics? Why Are Ethics and Rules Important? Five Ethical Responsibilities for Media Salespeople An Ethics Check Transparency References
8 4 The AESKOPP Approach, Attitude, and Goal Setting The AESKOPP Approach Key Elements and Core Competencies of the AESKOPP Approach Attitude and Goal Setting Goal‐Setting Theory and Objective‐Setting Practice Take Full Responsibility for Your “Cycle of Success” References
9 5 Emotional Intelligence Old‐Fashioned Models of Selling Old Models Don’t Work In the Digital Era The Current Model: Selling as Educating The Importance of Emotional Intelligence References
10 6 Effective Communication, Effective Listening, and Understanding People Communication Techniques for Effective Listening The Power of Questions Understanding People References
11 7 Influence and Creating Value The Psychology of Influence Creating Value References
12 8 The New Buying and Selling Process Sales Force Structure Missionary Selling Service Selling Decision Criteria References
13 9 Prospecting and Qualifying Outbound prospecting Developing Prospecting Scripts Inbound Prospecting Sales Management Tips to Improve Prospecting References
14 10 Researching Insights and Solutions Introduction Data, Observations, and Insights Research Data Big Data Insights Data: Tools and Processes for Insight Collecting and Categorizing: A Process Plan Building Insights Solutions, Not Campaigns References
15 11 Educating The Elephant and the Rider Educating One‐on‐One Educating Groups References
16 12 Proposing Proposals AI and Proposals
17 13 Negotiating and Closing Negotiating The Negotiating and Closing Process Putting It All Together: Create a Negotiating and Closing Plan References
18 14 Customer Success Pre‐Digital‐Era Selling Selling an Intangible Service Digital‐Era Service Service Design References
19 15 Marketing The Era of Marketing that Provided Meaning The Era of Participation and Collaboration Marketing Marketing 4.0 Big Data Summary References
20 16 Advertising What is Advertising? National Advertising Local Advertising References
21 17 Programmatic Marketing and Advertising What is Programmatic? Why Programmatic? The Problem The Stakeholders The History of Programmatic References
22 18 Measuring Advertising Introduction The Job of Media Salespeople Media Research Digital Measurement Services The Top Five Questions Measurement Cannot Answer References
23 19 Selling Digital and Cross‐Platform Advertising The Landscape of Digital Advertising Digital Marketing Agencies References
24 20 Google and Search A Brief History of the Google Ad Auction The Search Auction Search Advertising Technologies
25 21 Facebook and Social Media Facebook Twitter YouTube YouTube facts Reddit Snapchat and TikTok Pinterest LinkedIn The Future of Sales Jobs in Social Media References
26 22 Television What Is Television? Broadcast Television Networks Cable Television Networks Syndicated Television Broadcast National Spot Television Cable National Spot Television Broadcast Local Television Cable Local Television
27 23 Print and Out of Home Newspapers Magazines Out of Home (OHH) References
29 25 Time Management Characteristics of Time Planning Organizing Controlling Evaluating Summary References
30 Appendix: Digital Advertising Glossary
31 Index
