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Marketing by Agreement: A Cross-Cultural Approach to Business Negotiations
Shows how to make newly developed planning and strategic marketing concepts work, featuring an international, cross-cultural perspective. This Second Edition includes a new chapter on intra-organizational dynamics, as well as a greater number of examples from American and European markets. Part I discusses factors that affect the outcome of negotiations and presents a ``negotiations skills model'' to gauge negotiations performance. Part II describes application of these concepts to sales purchase, agency/distributorship, licensing, and joint venture agreements.