Sales & Marketing

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We are all in sales, whether we know it or not. From the telemarketer selling his product to a CEO selling her board on a succession plan, all of us have to sell at one time or another. The most successful leaders not only know how to sell products, but how to sell ideas as well.

Jennifer Aaker

Going Viral (Creating Infectious Action)

Brand development is shifting from an advocacy marketing model (why one should buy a brand) to an ambassador model (how you can participate in the brand). Social media offers a platform that can rapidly transmit brand messaging to an audience while letting the audience participate in the message.

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Tom Nagle

Don't Just Set Prices: Manage Them Strategically

When customers reject your price, it is often thought that the price is too high. But according to Tom Nagle, this may not be true. Price levels are only the visible "tip of the iceberg" of pricing strategy. Nagle explains that in order to get customers to pay for value, you have to do more than just set a value-based price.

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Margaret Neale

Negotiation: Myths, Misperceptions and Damned Lies

Professor Neale debunks common negotiation myths as she shares the results of empirical research on negotiating strategies and the process of “mutual influence” that drives negotiation.

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