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Persuasive Communication: How Audiences Decide
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(Buch) |
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Inhalt: |
This edition offers a comprehensive introduction to decision-making and persuasion in a business context. Drawing on empirical research on audience decisions, business communication, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences - from analysts to CEOs - to help students better understand why audiences make the decisions they make and how to influence them. |
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