000			02941nam a2200301Ia 4500
001			2084
008			230305s2012 xx 000 0 und d
020			_a9780241953655
040			_cTBS
041			_aeng
043			_aen_UK
050			_aHD30.3 _b.K38 2011
100			_aKawasaki, Guy _d1954- _97606 _eauthor
245		0	_aEnchantment _b: the art of changing hearts, minds, and actions _c/ Guy Kawasaki.
260			_bNew York, NY : Portfolio Penguin, 2012.
300			_axxi, 211 pages : illustrations, portraits (black and white) ; 20cm.
504			_aIncludes bibliographical references (p. [191]-192) and index.
505			_aIntroduction — Why enchantment? — How to achieve likability — How to achieve trustworthiness — How to prepare — How to launch — How to overcome resistance — How to make enchantment endure — How to use push technology — How to use pull technology — How to enchant your employees — How to enchant your boss — How to resist enchantment — Conclusion.
520			_aEnchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it's more powerful than traditional persuasion, influence, or marketing techniques. This book explains all the tactics you need to prepare and launch an enchantment campaign; to get the most from both push and pull technologies; and to enchant your customers, your employees, and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts. It will help you overcome other people's entrenched habits and defy the not-always-wise "wisdom of the crowd." Kawasaki's lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people. As Kawasaki writes, "Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do." That's a big goal, but one that's possible for all of us.
590			_bTitle on the cover: 'Enchantment: how to woo, influence and persuade'
650		0	_aPersuasion (Psychology) in organizations _99646
650		0	_aPersuasion (Psychology) _94289
650		0	_aInfluence (Psychology) _96946
650		0	_aMarketing _xPsychological aspects _910024
650			_aManagement _xPsychological aspects _98604
653			_aBibliography B3 DM - eCommerce Fundamentals
942			_2lcc
999			_c2023 _d2023