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Persuasion in Practice
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4 of 4 people found the following review helpful
on August 25, 2004
Format: Paperback
This book is a hidden gem. If you are a leader, or want to be a leader in business, government, law, UN, or the armed services, this book is required reading. In this one book, the author summarizes every persuasion theory. She acknowledges the successes of each theory, and then just as easily challenges their flaws. Her clear definition of persuasion and what it is not, for the first time gives a leader the ability to access each communication relationship he or she may be in. The book also for the first time gives sophisticated programmers the ability to create models for practice avatar models or create models for cultural change efforts- from persuasion with one person to persuasion with a population. Often marketing people forget humans are capable for thinking for themselves, and she underscores this point by pointing out persuasion is something you "do with people", not "do to people".
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2 of 2 people found the following review helpful
on September 8, 2010
Format: PaperbackVerified Purchase
If you want to get the latest in communications research (some of which dates back several decades), this is the book for you. When I was in college working on my B.A. in communications (I graduated in 1972), I used a similar book that summarized the real, scholarly, and socio-scientific research on communications. This the latest--and best--followup to that publication that I have been able to find. (I can't remember the title of the earlier publication. Sorry.) This is not a book written by a used-car salesman turned author. It is not filled with blindingly glittering generalities based on selling life insurance to little old ladies or peddling books from door to door. It's based on hardcore, scientific research using the scientific method. Yet it is written in a practical, down-to-earth style, not academic gobbledygook.
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