CHAPTER 10
Managing Sales: An Insider’s View
Lisa Poe-Howfield
Contents
Chapter Objectives... 245
Introduction.............. 245
The Sales Division... 247
A New Approach to Selling Media........... 250
A Day in the Life of Wendy Y. Shelton..... 256
Summary.................. 266
What’s Ahead........... 267
Case Study 10.1 CNA (Customer Needs Analysis)....... 267
Case Study 10.2 The Pitch.................. 268
References................ 269
It is difficult to produce a television documentary that is both incisive and probing when every twelve minutes one is interrupted by twelve dancing rabbits singing about toilet paper.
Rod Serling
CHAPTER OBJECTIVES
The objective of this chapter is to provide ...
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