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Warner, Charles,

Broadcast and cable selling / Charles Warner, Joseph Buchman. - Updated 2nd edition - Belmont, Calif. : Wadsworth Pub. Co., c1993. - xiii, 447 p. : ill. ; 24 cm.

CONTENTS

PART ONE: SELLING AND THE MARKETING CONCEPT
Chapter 1. Selling: perspectives, function and the SKOAPP system

Chapter 2. The marketing concept and positioning

PART TWO: SKILLS
Chapter 3. The needs-satisfaction approach to selling

Chapter 4. Prospecting qualifying, and researching and targeting: the first steps

Chapter 5. Presenting and servicing: the last step

PART THREE: KNOWLEDGE
Chapter 6. Understanding and using ratings

Chapter 7. The advertising media

Chapter 8. Maximizing revenue, rate structure, and packaging

PART FOUR: OPPORTUNITIES
Chapter 9. Retail/development selling

Chapter 10. Agency/ service selling

Chapter 11. Network, syndicated, rep, and local cable selling

Chapter 12. Specialized selling: promotions, sports and political

PART FIVE: ATTITUDE, PREPARATION, AND PERSISTANCE
Chapter 13. Attitude and ethics in selling

Chapter 14. Organizing Individual sales effort

Chapter 15. The future of broadcast and cable selling

Includes bibliographical references and index P. 440-447

ISBN: 0534197701

Subjects--Topical Terms:
Selling--Broadcast advertising.

Dewey Class. No.: 659.1430688 / WAR