An Engineer's Guide to Influencing and Persuading

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Author :
Publisher : Lulu.com
ISBN 13 : 1326822810
Total Pages : 260 pages
Book Rating : 4.3/5 (268 download)

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Book Synopsis An Engineer's Guide to Influencing and Persuading by : David Sykes

Download or read book An Engineer's Guide to Influencing and Persuading written by David Sykes and published by Lulu.com. This book was released on 2016-10-31 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you currently struggle to get your ideas accepted or feel invisible to those around you, this book will provide you with a road map for change. By managing your own behaviour you will realise how easy it is to influence the behaviour of others. It presents the subject in an easy, step-by-step, waffle-free way. Divided into ten easy to read modules you will discover the secrets of influencing and persuading. Written by a coach and trainer with over 30-years experience of people management it reveals a proven methodology to get you the success you deserve.

Influence

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Author :
Publisher : Pearson Scott Foresman
ISBN 13 :
Total Pages : 434 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Influence by : Robert B. Cialdini

Download or read book Influence written by Robert B. Cialdini and published by Pearson Scott Foresman. This book was released on 1988 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: Influence: Science and Practice is an examination of the psychology of compliance (i.e. uncovering which factors cause a person to say "yes" to another's request) and is written in a narrative style combined with scholarly research. Cialdini combines evidence from experimental work with the techniques and strategies he gathered while working as a salesperson, fundraiser, advertiser, and other positions, inside organizations that commonly use compliance tactics to get us to say "yes". Widely used in graduate and undergraduate psychology and management classes, as well as sold to people operating successfully in the business world, the eagerly awaited revision of Influence reminds the reader of the power of persuasion. Cialdini organizes compliance techniques into six categories based on psychological principles that direct human behavior: reciprocation, consistency, social proof, liking, authority, and scarcity. Copyright © Libri GmbH. All rights reserved.

Real Influence

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Publisher : AMACOM Div American Mgmt Assn
ISBN 13 : 081442015X
Total Pages : 273 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis Real Influence by : Mark Goulston

Download or read book Real Influence written by Mark Goulston and published by AMACOM Div American Mgmt Assn. This book was released on 2013 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: People won't put up with being "sold" anymore. If they sense they are being pushed, their guard goes up-and even if they do comply, lingering resentment undermines the relationship...maybe forever. Yet, most books on influence still portray it as something you "do to" someone else to get your way. That out-of-date approach invites resistance or cynicism from those who recognize the techniques. Manipulative tactics might occasionally wear down a colleague's or client's resistance, but they fail to produce the mutual trust that sustains successful relationships. In short, they just won't work in our sophisticated, post-selling world. In this groundbreaking book, authors Mark Goulston and John Ullmen reveal a new model for authentic influence-the kind that creates a strong initial connection and survives long after agreement has been reached. Based on listening, genuine engagement and commitment to win-win outcomes, Real Influence provides a powerful four-step method you can use to: * Examine your priorities * Learn about the key players and what they need * Earn their attention and motivate them to hear more * Add value with your questions and actions Complete with examples of the steps in action and insights from real-world "power influencers," this one-of-a-kind guide shows that being straight with everyone means winning for all. www.getrealinfluence.com

How To Win Friends And Influence People (Unabridged)

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Author :
Publisher : Good Press
ISBN 13 :
Total Pages : 259 pages
Book Rating : 4.8/5 (596 download)

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Book Synopsis How To Win Friends And Influence People (Unabridged) by : Dale Carnegie

Download or read book How To Win Friends And Influence People (Unabridged) written by Dale Carnegie and published by Good Press. This book was released on 2024-01-10 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: This carefully crafted ebook: "How To Win Friends And Influence People (Unabridged)" is formatted for your eReader with a functional and detailed table of contents. "How to Win Friends and Influence People" is one of the first best-selling self-help books ever published. It can enable you to make friends quickly and easily, help you to win people to your way of thinking, increase your influence, your prestige, your ability to get things done, as well as enable you to win new clients, new customers. Twelve Things This Book Will Do For You: Get you out of a mental rut, give you new thoughts, new visions, new ambitions. Enable you to make friends quickly and easily. Increase your popularity. Help you to win people to your way of thinking. Increase your influence, your prestige, your ability to get things done. Enable you to win new clients, new customers. Increase your earning power. Make you a better salesman, a better executive. Help you to handle complaints, avoid arguments, keep your human contacts smooth and pleasant. Make you a better speaker, a more entertaining conversationalist. Make the principles of psychology easy for you to apply in your daily contacts. Help you to arouse enthusiasm among your associates. Dale Carnegie (1888-1955) was an American writer and lecturer and the developer of famous courses in self-improvement, salesmanship, corporate training, public speaking, and interpersonal skills. Born into poverty on a farm in Missouri, he was the author of How to Win Friends and Influence People (1936), a massive bestseller that remains popular today.

Soft Skills for Engineers & Professionals

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Author :
Publisher : Blue Rose Publishers
ISBN 13 :
Total Pages : 233 pages
Book Rating : 4./5 ( download)

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Book Synopsis Soft Skills for Engineers & Professionals by : Dr. Vipin Kumar Tyagi,

Download or read book Soft Skills for Engineers & Professionals written by Dr. Vipin Kumar Tyagi, and published by Blue Rose Publishers. This book was released on 2022-09-01 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is designed with a clear objective to identify the need of the present generation and empower them with the right set of skills, nuances & modes of Speech Delivery to make them employable. Authors are of the view that there is a distinct mismatch between the economy and skills of the graduates, calling for the immediate partnership of academia and industry to fill this vacuum of soft skills in young graduates leading to poor employability. As a result, students have good theoretical knowledge, but they lack soft skills. These skills can be mastered, and they can bring a charismatic appearance to one’s personality..

Pre-Suasion

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Author :
Publisher : Simon and Schuster
ISBN 13 : 1501109812
Total Pages : 469 pages
Book Rating : 4.5/5 (11 download)

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Book Synopsis Pre-Suasion by : Robert Cialdini

Download or read book Pre-Suasion written by Robert Cialdini and published by Simon and Schuster. This book was released on 2016-09-06 with total page 469 pages. Available in PDF, EPUB and Kindle. Book excerpt: The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini—“the foremost expert on effective persuasion” (Harvard Business Review)—explains how it’s not necessarily the message itself that changes minds, but the key moment before you deliver that message. What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change “minds” a pre-suader must also change “states of mind.” Named a “Best Business Books of 2016” by the Financial Times, and “compelling” by The Wall Street Journal, Cialdini’s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener’s attitudes, beliefs, or experiences isn’t necessary, says Cialdini—all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action. From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, “Yes.” His book is “an essential tool for anyone serious about science based business strategies…and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson” (Forbes).

CEH: Official Certified Ethical Hacker Review Guide

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 0470142359
Total Pages : 267 pages
Book Rating : 4.4/5 (71 download)

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Book Synopsis CEH: Official Certified Ethical Hacker Review Guide by : Kimberly Graves

Download or read book CEH: Official Certified Ethical Hacker Review Guide written by Kimberly Graves and published by John Wiley & Sons. This book was released on 2007-05-07 with total page 267 pages. Available in PDF, EPUB and Kindle. Book excerpt: Prepare for the CEH certification exam with this official review guide and learn how to identify security risks to networks and computers. This easy-to-use guide is organized by exam objectives for quick review so you’ll be able to get the serious preparation you need for the challenging Certified Ethical Hacker certification exam 312-50. As the only review guide officially endorsed by EC-Council, this concise book covers all of the exam objectives and includes a CD with a host of additional study tools.

Persuasion and Influence For Dummies

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 0470747374
Total Pages : 402 pages
Book Rating : 4.4/5 (77 download)

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Book Synopsis Persuasion and Influence For Dummies by : Elizabeth Kuhnke

Download or read book Persuasion and Influence For Dummies written by Elizabeth Kuhnke and published by John Wiley & Sons. This book was released on 2011-12-12 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many people want to gain trust or support in business and throughout life, but the true skill is doing so in a charming fashion! Whether you're convincing the boss about your much-deserved promotion or a busy restaurateur to offer a better table, the power of persuasion can help improve and increase your successes. Elizabeth Kuhnke, author of the bestselling Body Language For Dummies, guides the reader through easy-to-implement techniques that can turn a timid person into someone bursting with self confidence and the ability to influence. Topics covered will include: The key elements in becoming more persuasive - body language, listening skills, using persuasive words and actions Finding a common ground and establishing a connection with your audience Capturing their attention and keeping them interested Putting yourself across convincingly Getting things done through others Identifying the type of person you're dealing with - and responding in an appropriate manner

The Necessary Art of Persuasion

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Author :
Publisher : Harvard Business Review Press
ISBN 13 : 1633691020
Total Pages : 80 pages
Book Rating : 4.6/5 (336 download)

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Book Synopsis The Necessary Art of Persuasion by : Jay A. Conger

Download or read book The Necessary Art of Persuasion written by Jay A. Conger and published by Harvard Business Review Press. This book was released on 2008-09-08 with total page 80 pages. Available in PDF, EPUB and Kindle. Book excerpt: In an age when managers can no longer rely on formal power, persuading people is more important than ever. Persuasion is a process of learning from colleagues and employees and negotiating shared solutions to solving problems and achieving goals. In The Necessary Art of Persuasion, Jay Conger describes four essential components of persuasion and explains how to master them, providing the information you need to fulfill your managerial mandate: getting work done through others.

Emerging Trends in Systems Engineering Leadership

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Author :
Publisher : Springer Nature
ISBN 13 : 3031089502
Total Pages : 374 pages
Book Rating : 4.0/5 (31 download)

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Book Synopsis Emerging Trends in Systems Engineering Leadership by : Alice F. Squires

Download or read book Emerging Trends in Systems Engineering Leadership written by Alice F. Squires and published by Springer Nature. This book was released on 2022-11-06 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book celebrates the efforts of women in the international systems engineering community. While there are dozens of books that tackle the topic of systems engineering and thousands of books that address leadership, this book is unique. Emerging Trends in Systems Engineering Leadership: Practical Research from Women Leaders presents personal, well-researched, hands-on perspectives of emerging trends in systems engineering leadership from industry, government, and academia, covering timely topics applicable across many domains – all under one cover. This book presents material for engineers, scientists, technologists, and others to help them tackle challenges in their everyday work dealing with complex socio-technical systems. The book provides guidance for leaders on shoring up essential (soft) skills to address the increasing demand for professional competencies; addresses diversity, equity, inclusion, and empowering women in the workforce; discusses broader facets of systems engineering leadership including systems thinking, ethics and utilitarianism; and investigates the impact of emerging technological change on systems resilience and the digital enterprise. This book provides a multi-perspective approach for leaders to navigate a changing world and develop and deliver optimal system solutions to global societal challenges that meet human needs. To this end, the authors extend beyond the solid technical base to encompass the human aspect of system behavior. This book is written by twenty-six female authors (three of whom also serve as the editors) from around the world at varying career stages who share their research, achievements, perspectives, and successes in emerging areas of systems engineering leadership. Testimonials: “As the systems that modern society depends on get more complicated and complex, we are in the midst of a renaissance with regard to research relating to systems engineering and science. A vast majority of this research is focused on the development of a modern toolkit for systems engineers today and into the future. This takes the form of new and improved methods, models, methodology, processes and tools. This research is critical but likely insufficient without a focus on the most valuable resource with regard to systems engineering within any organization – the human resource. Therein lies the focus of this textbook. It addresses systems engineering leadership from a variety of perspectives, while also addressing broad aspects relating to mentoring and the necessary evolving competencies that we need to address in today’s workforce. This emphasis makes this book unique. The icing on the cake is that all the chapters in this textbook are written by contemporary women leaders – this provides a necessary and unique perspective on the topic of leadership – that is long overdue! I highly recommend this textbook to all my colleagues in academia, industry, and government.” Dinesh Verma, Ph.D.Professor, Systems Engineering, School of Systems and EnterprisesExecutive Director, Systems Engineering Research Center (SERC)Stevens Institute of Technology, Hoboken, NJ 07030 “The past decade has seen a dramatic increase in the number of women who are formally recognized in systems engineering technical, management and leadership positions in all sectors. With industry, academia, professional systems engineering societies and publishers enabling and illuminating the growing and substantial contributions of women in engineering, women have unprecedented opportunities today to contribute to systems engineering in both leadership and management positions. This volume, a compendium of chapters written by enterprising international women leaders at various stages in their career, addresses diverse topics such as leadership, management, empowerment, equity, diversity, inclusion, and mentoring. It is a valuable resource for engineering management courses in academia, systems engineering leadership training in industry, and Diversity, Equity, and Inclusion program development by Human Resource departments in industry, academia, and government.” Azad M. Madni, Ph.D., NAENorthrop Grumman Foundation Fred O’Green Chair in Engineering Professor of Astronautics and Aerospace and Mechanical EngineeringExecutive Director, Systems Architecting and Engineering ProgramUniversity of Southern California, Los Angeles, CA 90089

How to Persuade and Influence People

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 0857080938
Total Pages : 368 pages
Book Rating : 4.8/5 (57 download)

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Book Synopsis How to Persuade and Influence People by : Philip Hesketh

Download or read book How to Persuade and Influence People written by Philip Hesketh and published by John Wiley & Sons. This book was released on 2010-10-12 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Wouldn't it be great if you could always get people to see things your way? Now you can. You won't go far in business if you can't bring people round to your way of thinking. Some people find it easy; the rest of us just need a little help. How to Persuade and Influence People reveals some of the most powerful influencing and persuasion techniques known to man. This enhanced second edition contains new tools, new research, new case studies and plenty of practical exercises to help you: Find the perfect way to win people over Become an amazing negotiator Overcome objections Appreciate and understand the other person's standpoint Understand why people buy what they buy Ensure people remember you and what you want Build long-term trust and credibility Philip Hesketh is a full-time international business speaker on the psychology of persuasion. Thousands of people have benefited from his advice. In this book, he maps out countless simple and memorable persuasion techniques that can be applied to a whole range of life's challenges. It's up to you to use them. How to Persuade and Influence People is a completely revised and updated edition of Life's a Game So Fix The Odds.

Covert Persuasion

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Author :
Publisher : Wiley + ORM
ISBN 13 : 0470893265
Total Pages : 230 pages
Book Rating : 4.4/5 (78 download)

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Book Synopsis Covert Persuasion by : Kevin Hogan

Download or read book Covert Persuasion written by Kevin Hogan and published by Wiley + ORM. This book was released on 2010-06-10 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for Covert Persuasion: "This book is a treasure trove of ideas you can use to turn a 'no' into a 'yes' almost instantly-in any sales situation." -Brian Tracy, speaker and author of Create Your Own Future and Change Your Thinking, Change Your Life "Hogan is the master of persuasion. I urge you to persuade yourself to buy this book and everything he's ever written and recorded. It will help you understand yourself, understand others, and succeed. This information is bankable." -Jeffrey Gitomer, author of The Sales Bible, Little Red Book of Selling, and Little Red Book of Sales Answers "There's more wisdom in this book than in 500 pages on the same subject. Whether you need to persuade your lover, your spouse, your boss, your clients, your friends, or yourself, this powerhouse collection of mind tricks and secrets will give you the upper hand. In today's competitive world, this is the persuasion wizard's manual you need to control circumstances and get what you want." -Dr. Joe Vitale, author of Life's Missing Instruction Manual and The Attractor Factor "When you read Hogan's writing, it feels like you're getting sage advice from a master. Would you like other people to decide on their own (or so they think) to go along with your every whim? Then this is the book you've been looking for." -David Garfinkel, author of Advertising Headlines That Make You Rich "There is more practical information on the dynamics of selling and communication in these pages than you could ever acquire in a lifetime on your own through trial and error. Take advantage of the authors' wisdom and read this book!" -Todd D. Bramson, Certified Financial Planner and author of Real Life Financial Planning

Persuading with Data

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Author :
Publisher : MIT Press
ISBN 13 : 0262368188
Total Pages : 263 pages
Book Rating : 4.2/5 (623 download)

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Book Synopsis Persuading with Data by : Miro Kazakoff

Download or read book Persuading with Data written by Miro Kazakoff and published by MIT Press. This book was released on 2022-03-29 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: An integrated introduction to data visualization, strategic communication, and delivery best practices. Persuading with Data provides an integrated instructional guide to data visualization, strategic communication, and delivery best practices. Most books on data visualization focus on creating good graphs. This is the first book that combines both explanatory visualization and communication strategy, showing how to use visuals to create effective communications that convince an audience to accept and act on the data. In four parts that proceed from micro to macro, the book explains how our brains make sense of graphs; how to design effective graphs and slides that support your ideas; how to organize those ideas into a compelling presentation; and how to deliver and defend data to an audience. Persuading with Data is for anyone who has to explain analytical results to others. It synthesizes a wide range of skills needed by modern data professionals, providing a complete toolkit for creating effective business communications. Readers will learn how to simplify in order to amplify, how to communicate data analysis, how to prepare for audience resistance, and much more. The book integrates practitioner and academic perspectives with real-world examples from a variety of industries, organizations, and disciplines. It is accessible to a wide range of readers—from undergraduates to mid-career and executive-level professionals—and has been tested in settings that include academic classes and workplace training sessions.

Life After...Engineering and Built Environment

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Author :
Publisher : Routledge
ISBN 13 : 1134185391
Total Pages : 198 pages
Book Rating : 4.1/5 (341 download)

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Book Synopsis Life After...Engineering and Built Environment by : Sally Longson

Download or read book Life After...Engineering and Built Environment written by Sally Longson and published by Routledge. This book was released on 2006-09-27 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Thousands of students graduate from university each year. The lucky few have the rest of their lives mapped out in perfect detail - but for most things are not nearly so simple. Armed with your hard-earned degree the possibilities and career paths lying before you are limitless, and the number of choices you suddenly have to make can seem bewildering. Life After...Engineering and Built Environment has been written specifically to help students currently studying, or who have recently graduated, make informed choices about their future. It will be source of invaluable advice and wisdom to graduates on where their degree can take them, covering such topics as: Identifying a career path that interests you – and how to start pursuing it The worldwide opportunities open to engineering graduates Staying motivated and pursuing your goals Networking and self-promotion Making the transition from scholar to worker The Life After University series of books are more than simple ‘career guides’. They are unique in taking a holistic approach to career advice – recognising the increasing view that, although a successful working life is vitally important, other factors can be just as essential to happiness and fulfilment. They are the indispensable handbooks for students considering their future direction.

The MIT Guide to Science and Engineering Communication, second edition

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Author :
Publisher : MIT Press
ISBN 13 : 9780262661270
Total Pages : 340 pages
Book Rating : 4.6/5 (612 download)

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Book Synopsis The MIT Guide to Science and Engineering Communication, second edition by : James Paradis

Download or read book The MIT Guide to Science and Engineering Communication, second edition written by James Paradis and published by MIT Press. This book was released on 2002-06-21 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: A second edition of a popular guide to scientific and technical communication, updated to reflect recent changes in computer technology. This guide covers the basics of scientific and engineering communication, including defining an audience, working with collaborators, searching the literature, organizing and drafting documents, developing graphics, and documenting sources. The documents covered include memos, letters, proposals, progress reports, other types of reports, journal articles, oral presentations, instructions, and CVs and resumes. Throughout, the authors provide realistic examples from actual documents and situations. The materials, drawn from the authors' experience teaching scientific and technical communication, bridge the gap between the university novice and the seasoned professional. In the five years since the first edition was published, communication practices have been transformed by computer technology. Today, most correspondence is transmitted electronically, proposals are submitted online, reports are distributed to clients through intranets, journal articles are written for electronic transmission, and conference presentations are posted on the Web. Every chapter of the book reflects these changes. The second edition also includes a compact Handbook of Style and Usage that provides guidelines for sentence and paragraph structure, punctuation, and usage and presents many examples of strategies for improved style.

The Art of Influencing and Persuasion

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Author :
Publisher :
ISBN 13 : 9783656480945
Total Pages : 28 pages
Book Rating : 4.4/5 (89 download)

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Book Synopsis The Art of Influencing and Persuasion by : Eddie Fisher

Download or read book The Art of Influencing and Persuasion written by Eddie Fisher and published by . This book was released on 2013-08 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper from the year 2013 in the subject Business economics - Business Management, Corporate Governance, grade: -, Universidad de Oriente in Santiago de Cuba, language: English, comment: Research into the practical application of influenicng and persuasion skills in today's business environments., abstract: The ability to influence and persuade others at work has become an increasingly important managerial skill to achieve work goals and objectives to drive businesses forward in today's demanding and competitive work environments.This paper investigates and provides a deeper understanding of what positive effects knowledge and application of the concepts of influencing amd persuasion can have on managers, the people they manage and the organisations they work for. The results show that the performance of managers is positively influenced by how they influence and persuade people at work. The outcome of a literature review suggests that there is no conclusive evidence of what makes an effective manager at work that is good at influencing and persuading others. Outputs from face to face and a focus group meeting with final year social psychology students from the Universidad de Oriene in Santiago de Cuba closed this gap by suggesting an effective influencing and persuasion skills set that, when applied appropriately, could guide managers how to influence and persuade others successfully.The outcome of this research is applicable and relevant to managers in any working environment such as Telecommuncations, Utilities, Banking or Automotive. The proposed skills set of what makes an effective influencing and persuading manager at work can be applied globally although the prevailing cultural diversities in different countries should be considered. Keywords: Influencing, persuading, attitudes, work performance, managing people Authors: 1,2Eddie Fisher and Yorkys Santana Gonzalez1 1Faculty of Social Sciences, Universidad de Oriente, Santiago de Cuba, Cuba 2Un

Persuasive Imagery

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Author :
Publisher : Routledge
ISBN 13 : 1135635684
Total Pages : 470 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Persuasive Imagery by : Linda M. Scott

Download or read book Persuasive Imagery written by Linda M. Scott and published by Routledge. This book was released on 2003-04-02 with total page 470 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue. Written in a non-technical language, this volume is divided into four sections: Image and Response - illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of "mere exposure" to imagery. Image and Word - presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words. Image and the Ad - contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad. Image and Object - carries the inquiry of visual response over the bridge toward object interaction. Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.