Media Selling: Digital, Television, Audio, Print and Cross-Platform

ISBN-13: 9781119477396 / Angielski / Miękka / 2020 / 576 str.

Charles Warner; William Lederer; Brian Moroz

Spis treści

About the Authors ixAcknowledgments xiPreface xiii1 The Marketing/Media Ecology 1Charles Warner2 Selling in the Digital Era 15Charles Warner3 Sales Ethics and Transparency 47Charles Warner4 The AESKOPP Approach, Attitude, and Goal Setting 61Charles Warner5 Emotional Intelligence 81Charles Warner6 Effective Communication, Effective Listening, and Understanding People 91Charles Warner7 Influence and Creating Value 111Charles Warner8 The New Buying and Selling Process 139Charles Warner9 Prospecting and Qualifying 155Charles Warner10 Researching Insights and Solutions 187Brian Moroz11 Educating 207Charles Warner12 Proposing 235Charles Warner13 Negotiating and Closing 245Charles Warner14 Customer Success 293Charles Warner15 Marketing 305Charles Warner16 Advertising 327Charles Warner17 Programmatic Marketing and Advertising 353William A. Lederer18 Measuring Advertising 375William A. Lederer19 Selling Digital and Cross-Platform Advertising 391Charles Warner20 Google and Search 415Brian Moroz21 Facebook and Social Media 425Charles Warner22 Television 457Charles Warner23 Print and Out of Home 475Charles Warner24 Audio 495Charles Warner25 Time Management 513Charles WarnerAppendix: Digital Advertising Glossary 523Index 535

O autorze

CHARLES WARNER teaches in the graduate Media Management Program in the School of Media Studies at The New School, New York. He is also the Goldenson Chair Emeritus at the University of Missouri School of Journalism.WILLIAM LEDERER is Chairman and CEO of iSOCRATES, a global leader in programmatic media planning and execution. In addition to leading global consulting and managed services teams, he teaches in the graduate Media Management Program at The New School, New York.BRIAN MOROZ is head of one of Google's global strategy units, and previously served in Google's Agency Sales group.