Product details
- ISBN 9781606497623
- Dimensions: 152 x 229mm
- Publication Date: 21 Sep 2026
- Publisher: Business Expert Press
- Publication City/Country: US
- Product Form: Paperback
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Developing marketers' ability to negotiate in their jobs to consolidate their instrumental role in companies' success is long overdue.
The marketers' journey is filled with internal and external negotiations. Internally, they should protect their well-designed marketing strategies from the objections and cut-offs imposed by the company's board. Externally, they deal with multiple suppliers who, unlike them, have been trained in sales and negotiations. As if these hurdles were not enough, they are now competing with AI to which they are losing their jobs.
Become a Marketing Negotiator teaches marketers how to negotiate by bridging theory, research and first-hand field experience and introduces several tools to be used by marketers to argue, counter-argue and build confidence when they should submit their strategies to their company's board approval. Without competently negotiating, marketers often leave the meeting with a fragmented marketing strategy they no longer recognize because of all the edits and cut offs that were imposed on them. Even worse, that is not the winning strategy they had built, and they should now deploy one they barely believe in.
Negotiation and marketing are strategic pillars to any company. Bringing them together enables marketers to embrace the AI era with serenity and confidence, by collaborating rather than competing with it. All the chapters in the book are thoroughly illustrated with charts, tools, and real situations faced by marketers around the world. Readers can immediately apply the learning from the book to their daily challenges.
Professor Eliane Karsaklian, PhD, HDR, is an academic and businessperson who has lived and worked in several countries, developing extensive knowledge and experience in marketing, negotiation, and multiculturalism. After having published several books on international negotiation and on marketing, she brings both fields together in this new book, dedicated to marketers but suitable to all the professionals who struggle with negotiations. She is currently Clinical Professor at the University of Illinois Chicago.
