Business Negotiation Tutorial: Theory. Techniques. Practice

Author: Guo Fangfang
Publisher:
Publish Date: 2006-09-04
Features: Negotiation, as a universal social activity of humans, has existed since ancient times. Today, as an effective means of resolving disagreements, negotiation has permeated all aspects of modern society, including politics, military, diplomacy, economy, culture, and more, becoming an essential tool for communication, coordination, and cooperation between individuals, organizations, and nations. As a specialized discipline, negotiation studies began to take shape in the 1970s and gradually developed into a comprehensive field that integrates political, technical, and artistic elements. Business negotiation theory encompasses a vast knowledge base, integrating disciplines such as marketing, international trade, finance, accounting, public relations, law, science and technology, literature, art, geography, psychology, public speaking, and interpersonal etiquette. We fully recognize the importance of balancing the theory and practice of business negotiation. Through research on business negotiation theory and the teaching of different-level business negotiation courses for undergraduate, master's, and MBA students, as well as communication with relevant industry professionals, we have gained a deep understanding of the significance of organically blending the theoretical principles of general negotiation patterns with the application of negotiation techniques. Based on a systematic exposition of the fundamental principles of business negotiation theory and the historical development of business negotiation, this book focuses on business negotiation, comprehensively discussing its connotations and general procedures, enabling readers to grasp the basic principles of business negotiation. Combined with numerous examples, it elaborates on specific negotiation strategies, helping readers master the essential skills required for business negotiation. This book emphasizes the normative and systematic nature of business negotiation theory while focusing on the practicality and operability of negotiation strategies. It strives to be comprehensive, systematic, and highlight key points to meet the needs of students in economics and management disciplines at universities, as well as a broad range of business professionals and other readers.