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Informationen zum Autor Published in association with The Chartered Institute of Marketing Klappentext A practical introduction to business planning! marketing and selling skills for those in the professional services sector! this book is for professionals who have to sell to professionals. It provides a basic grounding in separate sales and marketing issues - from prospecting and cold canvassing to direct marketing and public relations. Zusammenfassung A practical introduction to business planning, marketing and selling skills for those in the professional services sector, this book is for professionals who have to sell to professionals. It provides a basic grounding in separate sales and marketing issues - from prospecting and cold canvassing to direct marketing and public relations. Inhaltsverzeichnis Chapter 1 Chapter 1 Winning new business — your duty; Chapter 2 Chapter 2 The role of marketing inside a professional services organization; Chapter 3; Chapter 4 Chapter 4 The elements of business development; Chapter 5 Chapter 5 Getting there! Prospection; Chapter 6 Chapter 6 Being there! Cold canvass presenting and pitching; Chapter 7 Chapter 7 PR; Chapter 8 Chapter 8 Advertising; Chapter 9 Chapter 9 Direct marketing; Chapter 10 Chapter 10 Print material; Chapter 11 Chapter 11 Keeping the customers happy; Chapter 12 Chapter 12 A view from the other side; Chapter 13 Chapter 13 Researching your market; Chapter 14 Chapter 14 Next steps — Putting the skills into practice Index;
Summary
A practical introduction to business planning, marketing and selling skills for those in the professional services sector, this book is for professionals who have to sell to professionals. It provides a basic grounding in separate sales and marketing issues - from prospecting and cold canvassing to direct marketing and public relations.
