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商品編號： 9-508-041 出版日期： 2007/12/07 作者姓名： Godes, David B. 商品類別： Marketing 商品規格： 21p 再版日期： 2008/07/31 地域： 產業： 個案年度： - 2005
商品敘述：
Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern and partners) and the buyer (MINI USA) and asks them to develop a sales strategy for advertising services. As outlined in the (B) case, the agency developed an intriguing and original approach to assessing the intangibles and students are asked to react to it from a sales perspective and to attempt to generalize the approach to other sales domains.
涵蓋領域：
Advertising;Presentation skills;Purchasing
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