《市場營銷管理手冊》

1、市場營銷管理手冊目錄第1章銷售部門的職能與銷售經(jīng)理的職責(zé)（上、下）.....................................................................................11.1銷售部門的職能...........................................................................................

2、......................................11.2銷售經(jīng)理的職責(zé).................................................................................................................................41.3銷售管理的職能...............................

3、..................................................................................................61.4銷售經(jīng)理的角色...............................................................................................................

4、..................8第2章銷售經(jīng)理的知識背景（上、中、下）...................................................................................................122.1市場營銷..........................................................................

5、.................................................................122.2財務(wù)基本知識...................................................................................................................................182.3管理基本原理..

6、.................................................................................................................................282.4經(jīng)濟基本知識................................................................................

7、...................................................332.5銷售管理的職業(yè)道德.......................................................................................................................38第3章銷售經(jīng)理的技能（上、下）...................

8、................................................................................................433.1商務(wù)活動中的基本準(zhǔn)則.............................................................................................................

9、......433.2銷售經(jīng)理的基本技能.......................................................................................................................443.3商務(wù)技能........................................................................

10、...................................................................453.4言語溝通策略...................................................................................................................................513.5非言語溝通.

11、......................................................................................................................................533.6談判策略.............................................................................

12、..............................................................553.7管理下屬...........................................................................................................................................58第4章市場調(diào)研（

13、上、中、下）.......................................................................................................................624.1為什么要進行市場調(diào)研................................................................................

14、...................................624.2市場調(diào)研的內(nèi)容...............................................................................................................................644.3市場調(diào)研步驟...................................

15、................................................................................................684.4市場調(diào)研形式.................................................................................................................

16、..................704.5室內(nèi)調(diào)研...........................................................................................................................................704.6實地調(diào)查.............................................

17、..............................................................................................734.7問卷設(shè)計.....................................................................................................................

18、......................764.8客戶調(diào)研...........................................................................................................................................804.9廣告媒體調(diào)研.......................................

19、............................................................................................844.10競爭對手調(diào)研....................................................................................................................

20、...............86第5章銷售計劃（上、中、下）.......................................................................................................................895.1銷售預(yù)測.............................................................

21、..............................................................................895.2銷售預(yù)算.....................................................................................................................................

22、......945.3年度銷售目標(biāo)的確定.....................................................................................................................1005.4銷售定額.........................................................................

23、................................................................1025.5銷售計劃的編制.............................................................................................................................1075.6營銷控制........

24、.................................................................................................................................110第6章銷售人員管理（上、中、下）........................................................................

25、.....................................1186.1銷售人員的招聘.............................................................................................................................1186.2銷售人員的培訓(xùn)................................

26、.............................................................................................12212.4分銷渠道的設(shè)計與選擇..............................................................................................................

27、...25112.5實體分配.........................................................................................................................................25512.6電子分銷..........................................................

28、...............................................................................256第13章促銷組合（上、下）...........................................................................................................................26

29、013.1促銷組合.........................................................................................................................................26013.2廣告.................................................................

30、................................................................................26113.3人員推銷.................................................................................................................................

31、........27113.4營業(yè)推廣.........................................................................................................................................273第14章權(quán)力營銷和公共關(guān)系（上、下）...........................................

32、............................................................27614.1權(quán)力營銷.........................................................................................................................................27614.2公共關(guān)系.

33、........................................................................................................................................27914.3CI系統(tǒng).........................................................................

34、...................................................................286第15章銷售創(chuàng)新（上、下）...........................................................................................................................29515.1綠色營銷...

35、......................................................................................................................................29515.2特色營銷...........................................................................

36、..............................................................29615.3網(wǎng)絡(luò)營銷.........................................................................................................................................30015.4數(shù)據(jù)庫

37、營銷.....................................................................................................................................30515.5營銷組合創(chuàng)新........................................................................