SalesLab •|• guides on marketing sales management innovation

“This book is an enlightening convergence of business theory, case study analysis, brain science, and human nature. Zaltman is to be commended for his vision and creativity. His work in marketing innovation is the most significant to come along in some time.” – Robert S. Scalea, Chief Strategy Officer, J. Walter Thompson North America

Price : 22 €

With more than one quarter of a million copies sold worldwide, Influence has established itself as the most important book on persuasion ever published. In it, distinguished psychologist Robert B. Cialdini, Ph.D., explains why some people are remarkably persuasive and how you can beat them at their own game. You’ll learn the six psychological secrets behind our powerful impulse to comply, how skilled persuaders use them without detection, how to defend yourself against them - and how to put these secrets to work in your own behalf. This indispensable book guarantees two things: you’ll never again say “yes” when you mean “no”, and you’ll make yourself more influential than ever before.

Price : 14 €

Buyers of complex products and services buy in a two-step process: screening and selection. Screening is largely rational; selection is heavily nonrational. In the screening phase, buyers look at the firm; in the selection phase they look at the seller. Trust-building, in spite of its importance is often neglected in the selling process. When it is there, buyers prefer to buy what they have to buy anyway from the one they have come to trust. Trust goes beyond loyalty to affirm that the seller has the buyer’s best interests at heart. The acid test of selling from trust is whether or not you’re willing in principle to ever recommend a key competitor to a significant client. If you can never envision such a situation, then you always put your own interests ahead of the customer’s.

Price : 19 €

“Jay Galbraith has once again tackled a complex subject and made it not only clear but deeply engaging for his readers. The result is an excellent practical roadmap for organizations trying to develop customer-centric solutions.” – Israel Makov, President and CEO Teva Pharmaceutical Industries Ltd.

Price : 35 €

In the landmark book "Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant" (Hardcover), authors W. Chan Kim and Renee Mauborgne argue that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. The book presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture "blue oceans"--untapped market spaces. In the Faculty Lecture CD-ROM "Sprint Selling and Turbo-Charged Market Development" Harvard Business School Professor Benson Shapiro brings you "inside the classroom" to provide a framework for understanding the development of new markets. He explores ways to close sales more quickly, explains why it is so important to create early "buzz" in a new market, and helps the user balance scarce marketing and sales investments with faster returns. In addition to the presentation, the CD-ROM includes detailed slides, a learning guide, and Microsoft Excel templates to assist you in applying the material to your own organization. Also included is the Harvard Business Review OnPoint collection "Spur Market-Busting Growth," this collection of three articles each with a synopsis and annotated bibliography, includes an overview comparing different perspectives to help you rewrite the rules of the game and stake out new market spaces by focusing on satisfying consumers' most pressing needs and asking what your customers really value.

Source : Harvard Business Review | Price : 144 €

“Good practical insight and advice on managing for results at firms of any size. Execution is key and this book clearly explains what it means and how it brings together the critical elements of any organization-its people, strategies and operations.” L. R. Raymond, Chairman and CEO EXXON MOBIL

Price : 6 €

In this wondrously lucid and engaging book, renowned neurologist Antonio Damasio demonstrates what many of us have long suspected: emotions are not a luxury, they are essential to rational thinking. Descartes’Error takes the reader on an enthralling journey of scientific discovery, starting with the case of Phineas Gage – a construction foreman who in 1848 survived a freak accident in which a 3 1/2 foot iron rod passed through his head – and continuing on with Damasio’s experiences with modern-day neurological patients affected by brain damage. Far from interfering with rationality, his research shows us, the absence of emotion and feeling can break rationality and make wise decision making almost impossible.

What happens in our brain to make us feel fear, love, hate, anger, joy? Do we control our emotions or do they control us? Do animals have emotions? How can traumatic experiences in early childhood influence adult behaviour, even though we have no conscious memory of them? In the Emotional Brain, Joseph LeDoux investigates the origins of human emotions and explains that many exist as part of a complex neural system that evolved to enable us to survive. One of the principal researchers profiled in Daniel Goleman’s Emotional Intelligence, LeDoux is a leading authority in the field of neural science. In this provocative book, he explores the brain mechanisms underlying our emotions – mechanisms that are only now being revealed.