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Advertising : planning, implementation, and control

Author: David W Nylen
Publisher: Cincinnati : South-Western Pub. Co., [1974], ©1975.
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: David W Nylen
ISBN: 0538195703 9780538195706
OCLC Number: 1213315
Description: viii, 598 pages, 2 unnumbered leaves of plates : illustrations ; 24 cm
Contents: Part 1: Personal selling basics. The role of personal selling. The job of personal selling - traits and tasks. Part 2: Background for selling. Buying behavior. The communication system. Knowledge necessary for successful selling. Promotional sales support. Part 3: Preselling activities. Prospecting and qualifying. Planning the sales presentation - the preapproach. Part 4: The selling process. Securing and opening the sales call - the approach. Making the sales presentation. The demonstration. Answering buyers' objections. Closing the sale. Part 5: Basic selling responsibilities. Providing service and goodwill after the sale. Self-management. Legal, ethical, and social responsibilities. Part 6: Special types of selling. Selling to organizational buyers. Selling to ultimate consumers. Part 7: Sales management. Building the sales force. Managing the sales force.
Responsibility: David W. Nylen.

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