《市場(chǎng)營(yíng)銷(xiāo)管理手冊(cè)》

1、市場(chǎng)營(yíng)銷(xiāo)管理手冊(cè)目錄第1章銷(xiāo)售部門(mén)的職能與銷(xiāo)售經(jīng)理的職責(zé)（上、下）.....................................................................................11.1銷(xiāo)售部門(mén)的職能...........................................................................................

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

3、..................................................................................................61.4銷(xiāo)售經(jīng)理的角色...............................................................................................................

4、..................8第2章銷(xiāo)售經(jīng)理的知識(shí)背景（上、中、下）...................................................................................................122.1市場(chǎng)營(yíng)銷(xiāo)..........................................................................

5、.................................................................122.2財(cái)務(wù)基本知識(shí)...................................................................................................................................182.3管理基本原理..

6、.................................................................................................................................282.4經(jīng)濟(jì)基本知識(shí)................................................................................

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

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

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

10、...................................................................453.4言語(yǔ)溝通策略...................................................................................................................................513.5非言語(yǔ)溝通.

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

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

13、上、中、下）.......................................................................................................................624.1為什么要進(jìn)行市場(chǎng)調(diào)研................................................................................

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

15、................................................................................................684.4市場(chǎng)調(diào)研形式.................................................................................................................

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

17、..............................................................................................734.7問(wèn)卷設(shè)計(jì).....................................................................................................................

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

19、............................................................................................844.10競(jìng)爭(zhēng)對(duì)手調(diào)研....................................................................................................................

20、...............86第5章銷(xiāo)售計(jì)劃（上、中、下）.......................................................................................................................895.1銷(xiāo)售預(yù)測(cè).............................................................

21、..............................................................................895.2銷(xiāo)售預(yù)算.....................................................................................................................................

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

23、................................................................1025.5銷(xiāo)售計(jì)劃的編制.............................................................................................................................1075.6營(yíng)銷(xiāo)控制........

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

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

26、.............................................................................................12212.4分銷(xiāo)渠道的設(shè)計(jì)與選擇..............................................................................................................

27、...25112.5實(shí)體分配.........................................................................................................................................25512.6電子分銷(xiāo)..........................................................

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

29、013.1促銷(xiāo)組合.........................................................................................................................................26013.2廣告.................................................................

30、................................................................................26113.3人員推銷(xiāo).................................................................................................................................

31、........27113.4營(yíng)業(yè)推廣.........................................................................................................................................273第14章權(quán)力營(yíng)銷(xiāo)和公共關(guān)系（上、下）...........................................

32、............................................................27614.1權(quán)力營(yíng)銷(xiāo).........................................................................................................................................27614.2公共關(guān)系.

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

34、...................................................................286第15章銷(xiāo)售創(chuàng)新（上、下）...........................................................................................................................29515.1綠色營(yíng)銷(xiāo)...

35、......................................................................................................................................29515.2特色營(yíng)銷(xiāo)...........................................................................

36、..............................................................29615.3網(wǎng)絡(luò)營(yíng)銷(xiāo).........................................................................................................................................30015.4數(shù)據(jù)庫(kù)

37、營(yíng)銷(xiāo).....................................................................................................................................30515.5營(yíng)銷(xiāo)組合創(chuàng)新........................................................................