TY  - GEN
AU  - LAX, DAVID A
AU  - SEBENIUS, JAMES K
TI  - Deal marketing 2.0: A guide to complex negotiations
PY  - 2012///
KW  - MARKETING 2.0
N2  - small scale deals play out on multiple fronts' the champion of a new product, for instance, has to orchestrate complex internal negotiations. If you are negotiating with a politician, you might want to reach major donors. If you are dealing with aCEO, you could look to big customers. Secrecy or hints of backroom dealing, while sometimes tactically useful, may undercut a campaign's legitimacy
ER  -