The relationship between negotiation and marketing in a commercial situation is very close. In every transaction there is a point where the selling stops and the negotiation begins. The authors descibe how the anatomy of a negotiation involves three distinct stages - positioning, reflecting, and adjusting while a mutually satisfying agreement is a product of five factors, congruence, presentation, analysis, resourcefulness aand willingness. An explanation is given of the research work done by the Negotiations Group in the School of Marketing at the University of New South Wales, which has given rise to practical negotiating techniques, particularly with third party negotiations.
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