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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

About the Author

Peter Rix brings extensive practical marketing experience to his teaching and writing. He has held senior marketing and management positions in Australia and South East Asia, and has developed marketing strategies for national and international brands such as Edgell-Birds Eye, Penfolds, Chivas Regal, CSR and Windsor Farm. In recent years he has focused on the application of marketing principles to small-to-medium sized organisations. "Many large organisations seem to have lost the capacity to really listen to their customers, whereas DME's are often customer-focused both by nature and necessity", he says. "It is often then simply a matter of developing systems that help these firms to adopt a strategic approach to marketing. In my own business, and when consulting to other organisations, keeping it simple and practical are the main goals". As a practical application of his writing and teaching, Peter Rix provides consulting and training services to a diverse range of clients. He also co-owns and operates businesses in the childcare and experiential learning industries. In addition to Marketing: A Practical Approach, he is also co-author of Selling: A Consultative Approach, published by McGraw-Hill Australia.

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