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Selling: Managing Customer Relationships, 3rd Edition

by: Peter Rix

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On-line Price: $82.95 (includes GST)

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Retail Price: $99.95

Publisher: MCGRAW-HILL,15.12.05

Category: MARKETING Level: B/I/A

ISBN: 0074715615
ISBN13: 9780074715611

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Prescribed text for:

Institution: OTEN (Open Training and Education Network) - 2014 Full Year Course
Course Code: 17855
Subject: Certificate IV in Marketing

Course Code: BSBPRO401A
Subject: Develop Product Knowledge

Course Code: BSBREL402A
Subject: Build Client Relationships and Business Networks

Introduction

This brand new edition reflects the substantial changes that have occurred in personal selling. The text focuses on the two fundamentals of personal selling?consultation and persuasion?together with in-depth coverage of customer relationship management strategies for practical success in the field. It provides extensive opportunities for both new and experienced salespeople to develop their knowledge and skills.

Selling 3e introduces a new chapter on CRM and in-depth coverage throughout on this expanding and dynamic topic. In addition, it includes end-of-chapter case studies, website references, and challenging cases at the close of the text, all with a practical focus. The book?s extension section includes class activities, role plays and workbook sections to facilitate group research and discussion.

This book has a clear and accessible writing style, and is an invaluable resource for sales trainees and students in selling courses at university and vocational colleges. The chapters on negotiating with customers and presenting to customer groups provide an ideal reference for salespeople and others who are looking to further develop their selling skills. It also demonstrates how the practices and technologies of customer relationship management (CRM) can be used by salespeople to improve their sales performance.

This third edition offers a free 30-day trial of ACT!7 software, one of the most popular CRM packages used in business today.

Description

This brand new edition reflects the substantial changes that have occurred in personal selling. The text focuses on the two fundamentals of personal selling?consultation and persuasion?together with in-depth coverage of customer relationship management strategies for practical success in the field. It provides extensive opportunities for both new and experienced salespeople to develop their knowledge and skills.

Selling 3e introduces a new chapter on CRM and in-depth coverage throughout on this expanding and dynamic topic. In addition, it includes end-of-chapter case studies, website references, and challenging cases at the close of the text, all with a practical focus. The book?s extension section includes class activities, role plays and workbook sections to facilitate group research and discussion.

This book has a clear and accessible writing style, and is an invaluable resource for sales trainees and students in selling courses at university and vocational colleges. The chapters on negotiating with customers and presenting to customer groups provide an ideal reference for salespeople and others who are looking to further develop their selling skills. It also demonstrates how the practices and technologies of customer relationship management (CRM) can be used by salespeople to improve their sales performance.

This third edition offers a free 30-day trial of ACT!7 software, one of the most popular CRM packages used in business today.

Key Features

ACCESS TO ACT! SOFTWARE
ACT! Software is the world?s most popular customer contact software. A free 30 day trial of this software has been provided with this edition of the text so that students can gain hands on experience with the kinds of programs they are likely to be using in the workplace.

EXTENSION SECTION
A new feature of this edition whereby learners have the opportunity to test their knowledge and skills with a selection of extended case studies and practical sales activities. Teachers and trainers can use these as formal assessment events or as individual, small group or class exercises. The activities in this part extend the end-of-chapter exercises in both length and complexity.

NEW COVERAGE OF CRM
This edition sees a return to the modern principles and practices of managing relationships with customers. Chapter 11 of the text traces a short history, success and failures of CRM and outlines the essential requirements of an effective CRM system.

COMPREHENSIVE COVERAGE OF PERSONAL SELLING TECHNIQUES
This edition provides clear insights into the two foundation stones of personal selling ? consultation and persuasion. The text clearly demonstrates the importance of not only sales knowledge and skills, but the critical foundations of strong inter-personal relationships.

PRESS GALLERY
The McGraw-Hill Press Gallery is a unique service providing a daily compilation of marketing article abstracts from over 150 print publications in Australia and the Asia?Pacific.

POWERWEB
PowerWeb is a unique online resource featuring a subject-specific compilation of international articles and cases from renowned sources. Every article and case in PowerWeb is available in full-text PDF format and is ideal for fostering an international perspective in courses. The articles and cases in PowerWeb are selected by respected academics, reviewed regularly and updated annually. The peer review and selection process ensures all articles are accurate, relevant, and appropriate for university students.

Table of Contents

Selling: Managing Customer Relationships 3e
Part 1: Customers and Organisations
Chapter 1: Selling, Marketing and Customer Relationship Management
Chapter 2: Understanding Consumers
Chapter 3: Understanding Organisational Buyers
Chapter 4: Ethical and Legal Issues in Selling
Part 2: Preparing to Build Customer Relationships
Chapter 5: Developing your Communication Skills
Chapter 6: Getting Organised
Chapter 7: Prospecting
Part 3: Conducting Sales Interviews with Customers
Chapter 8: Selling as Consultation
Chapter 9: Managing Objections and Buyer Concerns
Chapter 10: Obtaining Commitment
Part 4: Managing Customer Relationships
Chapter 11: CRM in the Modern organisation
Appendix to Chapter 11
Implementing customer contact programs
Chapter 12: Managing Relationships with Key Customers
Chapter 13: Negotiating with Customers
Chapter 14: Making Presentations to Customer Groups
Part 5: Extension Case Studies and Activities

Supplements

ISBN: 0074716360
Author(s): RIX