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For undergraduate Personal Selling courses. Students heading for a career in business will benefit from researched and proven selling techniques. Professional sales skills are becoming increasingly important in today's business world. This text covers up-to-date academic topics and rich application materials, providing students with everything they need to understand and apply selling techniques. In the eleventh edition, Manning and Reece have invited Michael Ahearne to join their best-selling author team. Ahearne's experience as Associate Professor of Marketing and Executive Director of the Sales Excellence Institute, in addition to his extensive educational background, provides invaluable insight to this already well-researched text.

MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码，是老师和学生课堂之外网络互动及交流的平台，个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。

Preface

Acknowledgments

About the Authors

PART 1 Developing a Personal Selling Philosophy

　Chapter 1 Personal Selling and the Marketing Concept

　Chapter 2 Personal Selling Opportunities in the Ageof Information

PART 2 Developing a Relationship Strategy

　Chapter 3 Creating Value with a Relationship Strategy

　Chapter 4 Communication Styles: A Key to AdaptiveSelling Today

　Chapter 5 Ethics: The Foundation for Relationships in Selling

PART 3 Developing a Product Strategy

　Chapter 6 Creating Product Solutions

　Chapter 7 Product-Selling Strategies That Add Value

PART4 Developing a Customer Strategy

　Chapter8 The Buying Process and Buyer Behavior

　Chapter9 Developing and Qualifying a Prospect Base

PART 5 Developing a Presentation Strategy

　Chapter 10 Approaching the Customer with Adaptive Selling

　Chapter 11 Creating the Consultative Sales Presentation

　Chapter 12 Creating Value with the Sales Demonstration

　Chapter 13 Negotiating Buyer Concerns

　Chapter 14 Adapting the Close and Confirming the Partnership

　Chapter 15 Servicing the Sale and Building the Partnership

PART 6 Management of Self and Others

　Chapter 16 Opportunity Management: The Key to Greater SalesProductivity

　Chapter 17 Management of the Sales Force

Appendix 1 Reality Selling Today Role-Play Scenarios

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书籍介绍

For undergraduate Personal Selling courses. Students heading for a career in business will benefit from researched and proven selling techniques. Professional sales skills are becoming increasingly important in today's business world. This text covers up-to-date academic topics and rich application materials, providing students with everything they need to understand and apply selling techniques. In the eleventh edition, Manning and Reece have invited Michael Ahearne to join their best-selling author team. Ahearne's experience as Associate Professor of Marketing and Executive Director of the Sales Excellence Institute, in addition to his extensive educational background, provides invaluable insight to this already well-researched text.

MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码，是老师和学生课堂之外网络互动及交流的平台，个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。