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Selling: Building Partnerships | Edition: 9

Stephen Castleberry, John Tanner
Publication Date:
McGraw-Hill Higher Education
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Selling: Building Partnerships 9e remains the most innovative textbook in Selling with its unique role plays, mini-cases, and focus on knowledge and skills critical to the partnership process and successful business professionals. Emphasized throughout is the need for salespeople to be flexible and adapt strategies to customer needs, buyer social styles, and other relationship needs and strategies. This is followed by thorough discussion of the salesperson as manager and how planning and continual learning enable effective selling and career growth. This market-leading textbook has been recently updated to include McGraw-Hill's Connect and SmartBook (available Summer 2016).


John F. Tanner, Jr. earned his Ph.D. at the University of Georgia and is dean, Strome College of Business, Old Dominion University. Before entering academia, he spent eight years with Rockwell International and Xerox Corporation as a salesperson and marketing manager. Dr. Tanner has received several awards for teaching effectiveness and research, including the Distinguished Teacher award from the Society of Marketing Advances. He has been named Reviewer of the Year and Co-author of the Paper of the Year by the Journal of Personal Selling and Sales Management. Dr. Tanner has authored or co-authored 15 books and has published more than 80 articles. He has received research grants from the Center for Exhibition Industry Research, the Institute for the Study of Business Markets, the University Research Council, and the Walmart Foundation. Currently, he is the editor of Marketing Educators' Review.

Stephen Castleberry received his Ph.D. in business administration from the University of Alabama. He is professor of marketing and head of the Marketing Department at the University of Minnesota Duluth. In addition to personal selling, he teaches marketing principles, marketing ethics, and marketing research. He has also taught at Northern Illinois University and the University of Georgia. He has published more than 45 referred national and international journal articles and is the past marketing editor of the Journal of Applied Business Research.
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Table of Contents


Chapter 1: Selling and Salespeople

Chapter 2: Ethical and Legal Issues in Selling

Chapter 3: Buying Behavior and the Buying Process

Chapter 4: Using Communication Principles to Build Relationships

Chapter 5: Adaptive Selling for Relationship Building


Chapter 6: Prospecting

Chapter 7: Planning the Sales Call

Chapter 8: Making the Sales Call

Chapter 9: Strengthening the Presentation

Chapter 10: Responding to Objections

Chapter 11: Obtaining Commitment

Chapter 12: Formal Negotiating

Chapter 13: Building Partnering Relationships

Chapter 14: Building Long-Term Partnerships


Chapter 15: Managing Your Time and Territory

Chapter 16: Managing within Your Company

Chapter 17: Managing Your Career

Role Play Case 1: Stubb's Bar-B-Q

Role Play Case 2: NetSuite