- 作 者：（美）曼宁，（美）里斯，（美）阿亨著
- 出 版 社：北京：清华大学出版社
- 出版年份：2010
- ISBN：9787302241126
- 标注页数：508 页
- PDF页数：540 页
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PART 1 Developing a Personal Selling Philosophy 3
Chapter 1 Personal Selling and the Marketing Concept 4
Chapter 2 Personal Selling Opportunities in the Age of Information 27
PART 2 Developing a Relationship Strategy 51
Chapter 3 Creating Value with a Relationship Strategy 52
Chapter 4 Communication Styles:A Key to Adaptive Selling Today 73
Chapter 5 Ethics:The Foundation for Relationships in Selling 96
PART 3 Developing a Product Strategy 117
Chapter 6 Creating Product Solutions 118
Chapter 7 Product-Selling Strategies That Add Value 138
PART 4 Developing a Customer Strategy 169
Chapter 8 The Buying Process and Buyer Behavior 160
Chapter 9 Developing and Qualifying a Prospect Base 180
PART 5 Developing a Presentation Strategy 207
Chapter 10 Approaching the Customer with Adaptive Selling 208
Chapter 11 Creating the Consultative Sales Presentation 233
Chapter 12 Creating Value with the Sales Demonstration 259
Chapter 13 Negotiating Buyer Concerns 280
Chapter 14 Adapting the Close and Confirming the Partnership 302
Chapter 15 Servicing the Sale and Building the Partnership 323
PART 6 Management of Self and Others 347
Chapter 16 Opportunity Management:The Key to Greater Sales Productivity 348
Chapter 17 Management of the Sales Force 369
Appendix 1 Reality Selling Today Role-Play Scenarios 390
Appendix 2 Use of Customer Relationship Management(CRM)Salesforce.com System 404
Appendix 3 Partnership Selling:A Role-Play/Simulation for Selling Today 407
Endnotes 473
Glossary 488
Credits 495
Name Index 497
Subject Index 501