Today, we are confronted with vast amounts of information every day. How does advertising manage to attract attention?The flood of information has changed the entire field of communication. According to various studies, people now receive 13,000 messages every day and only two percent of them are even consciously perceived. On the one hand, more and more emphasis is being placed on not missing any important information, while on the other, impressions are consciously filtered and excluded in order to escape the information overkill. Digital television, for example, has enabled telecommunications providers to offer time-shifted television, where advertising can be skipped - a challenge that those responsible in the marketing and communications departments of companies have to face. "If you don't advertise, you die" as Wolf-Dieter Müller-Jahncke claims. This is a simple fact, but the question arises as to how to advertise: I have been working for several years now to find out what possibilities there are in the advertising and media world to make brands tangible for consumers despite the flood of information and messages. Digitalization and media convergence are challenging advertisers and their agencies to come up with integrated and intelligent solutions.TV - live or time-shifted and parallel useHow media is used in Switzerland is fundamentally age-dependent. Generation Y and the digital natives are clearly "mobile first". The older generation likes to pull out the tried-and-tested newsprint or consume TV content, especially on public broadcasters, to keep up to date, but for some years now we have also been talking about digital natives, who are no longer young people but have grown up to become professionals and family people. What's more, the older generation has also gone digital. 66% of the Swiss have a digital TV and around 50% use a mobile device, primarily a smartphone, in addition to their TV. The content on the mobile device is less often directly related to the TV content (figures from the MACH and Google studies).TV is undoubtedly still widely used, whether live or time-shifted, whether by young or old. The younger target group is turning strongly to streaming services. For advertising and media use where a broad target group is to be reached (e.g. 20-49 year olds), a combination of TV and online video is recommended.Targeted TV environment planningLive programs such as the live shows of "The Voice of Switzerland" and live sports programs are often watched live, i.e. not time-shifted, which speaks in favor of TV environment planning with the targeted use of the corresponding live environments. In addition, successful series such as "Tatort" or dating shows such as "Bauer single sucht" are often watched live, but also commented on live on social media. The advantage of environment planning is the connection and proximity to the program, which can have a positive effect on the image of the brand, provided that the relevant and appropriate environments are planned. The disadvantage is a reduced reach - contacts are optimized here - and comments on social media cannot be guaranteed.Moment MarketingRecently, various providers (TVTY, Synchscreen from Goldbach, Smartstream etc.) have made moment marketing possible, where the TV spot list is read in and online advertising material can be broadcast to parallel users a few seconds after the TV spot, e.g. on a smartphone. The purpose of this measure is not that the same TV spot is used identically for online. The online advertising medium should be further-reaching and integrated, e.g. with a call-to-action or tell a story that complements the TV commercial. The advantages of moment marketing are the possibility of creative and recognizable implementations, customer dialogue can be promoted, the TV campaign can be extended, the influence of TV on online can be measured, etc. The disadvantage is that the cost-benefit ratio is not yet given, as there are no really meaningful cases. This may be due to the fact that it cannot be truly proven whether the user is actually sitting in front of the TV when they receive the online advertising material. This fact poses a challenge for creation.ConclusionAs consumers develop their own individual approach to escape the sensory overload, media providers develop their own approaches to reach them in less disruptive environments or in their involvement phase, using various options to counteract media convergence, parallel and time-shifted TV use and to make the brand and its products tangible for consumers.Author: *Martina Garcia is a media consultant at Mediaschneider AG and has written a Master's thesis at HSLU on the subject of "Successful content marketing in B2B".Company: https://www.mediaschneider.com/

In an online survey, over 150 participants rated six Swiss rebrandings that have made headlines in recent years. Respondents gave the rebrandings a score between 1 (very poor) and 6 (very good). The results:1. UPC: Score 4.23In December 2015, upc cablecom announced the rebranding of the Switzerland/Austria regional organization, and by the end of May 2016, the time had already come: the new UPC presented its logo in a new look - the colorful Bloom. Evoq supported the subsidiary of Liberty Global, the global group headquartered in London, as branding agency significantly in the country-specific introduction of the new brand UPC.More info and pictures: https://www.evoq.ch/projekte/aus-upc-cablecom-wird-upc/2. givaudan: grade 3.86Interbrand Central & Eastern Europe made the invisible visible for the global fragrance and aroma manufacturer Givaudan and placed particular emphasis on sensuality and creativity in the implementation. The goal was to bring the B2B brand closer to the consumer.More info and images: http://www.rebrand.com/best-givaudan

3. ex libris: grade 3.82Ex Libris commissioned Meta Design to develop a new brand identity. The declared ambition: to make Ex Libris a progressive and experiential brand while maintaining the personal.More info and images: http://www.rebrand.com/merit-ex-libris-ag4. spaghetti factory: grade 3.73In order to survive in the face of tougher competition in the long term, Bindella has undertaken a realignment of the Spaghetti Factory. A new menu was developed that includes fresh salads and homemade lemonades in addition to the well-known spaghetti classics. In addition, Zurich-based artist duo Melanie Tauscher and Rahel Arzi developed a new interior design for the restaurant group.The revamped Spaghetti Factory brand is also intended to reflect the innovations. Therefore, Branders has designed and implemented numerous new brand measures: from the new logo, illustrations, menu, and building identification to advertisements and stationery. In addition, Branders has helped the Spaghetti Factory to a new digital appearance with a new website.More info and pictures: http://www.rebrand.com/distinction-spaghetti-factory5. salt: grade 3.58At the end of April 2015, the telecom company Orange changed its name to Salt. On Monday, April 27, all 90 fundamentally redesigned Salt stores opened in their new dress. The telecom company invested around CHF 40 million to communicate the new brand. The advertising agency Publicis was commissioned with one of the largest rebrandings in Switzerland.More pictures can be found here: http://www.publicis.ch/portfolio/orange-heisst-jetzt-salt/6. hiltl: grade 3.47As part of a "facelift" of Haus Hiltl, the entire brand was revised in summer 2014. Logos were adapted, image and color worlds defined, the brand architecture "renovated" and many measures implemented.more info and pictures: http://almost-famous.ch/portfolio/hiltl-branding/Quote: "With the Orange brand, I still don't see why the name had to be changed. The communication effort is still very high. And I ask myself, what is the benefit of this effort? Did someone have to self-actualize there?"Comments: What are the most important points for a successful rebranding?"That customers and employees are integrated. That they are googled on the net beforehand. Example Salt?! Consider timing and color variations."Notter Ingrid, IN Communication"It needs to be innovative and more than just a facelift. Last or outlast longer than 5 years."Nicolai Flavia"High visibility Sustained recognition Communicating the company's values and/or products."Zwahlen E.,Pro Mente Sana Foundation"For me, the most important points of a successful relaunch are comprehensibility, relevance and the approach to the target group. A relaunch is like a cosmetic intervention; if there were problems with the image before, the purely external adjustment doesn't help."Rohrer Nadja, Belimo Automation AG"Recognizability, evolution, attractiveness, readability."Müller Sandra, Internet Gallery AG"You should never rebrand for the sake of rebranding. If something is still contemporary, it doesn't have to be changed by hook or by crook."Timon S."The customer hardly notices a difference, or the difference is perceived as a clear improvement (unnoticed)."Raymond Machenbaum, Jost Transport AG"Brand recognition"René Paysan"Emotional imagery, recognizable messages, recognition and authenticity."Ackermann Jacqueline"Feel good, appealing, arouse emotions"Knupp Nina"It's simple: just imagine having to change from the new (2nd) to the old (1st) logo. Then, if you still think you absolutely have to stay with the supposed old logo, rebranding is better. Example? Spaghetti Factory! Why on earth is a wolf(?) suddenly looking at me? What does he have to do with Spaghetti (or Factory)? That's where the old, dry type solution gives me more relevant decision support."Peters Karsten "The brand must remain recognizable at its core. This is not the case with Orange, which is why this is not a classic re-branding. The logo, typography and corporate color are memorable to customers and other stakeholders. A clear appearance contributes significantly to recognition and to building trust in a brand. If it is changed too much, a break occurs. If a branding is adapted, it must do justice to all touch points, online and offline."Marie-Christine Schindler, mcschindler.com gmbh "There must nevertheless be a connection to the old logo."Bettinelli Marion"Brand recognition"Corina Aeberhard, Celebrationpoint AG"The new look must appeal at first glance and stir emotions. The brand has to be modern, colorful and upbeat, but should fit the company."Glombik Alexander, Easyfairs Switzerland GmbH"A visible transformation which gains the customer's attention without being distracting or boring."Santos Lane De La Vega Raul, CCAR"Just "straightening" the logo a bit and sprucing it up is not yet a rebranding. The brand values need to be reviewed and, if necessary, adapted, as do the implementations."Kohler Yvonne, AEW Energie AG"The difference from before to after must be immediately apparent, but it must not be completely new and without recognition."Flamur Hajredini"- Recognition - Authenticity - Memorization - Simplicity and clarity - Message carrier - Differentiating itself from the market competitor - Appreciating the existing and potential customer - The existing customer should be able to find himself again." Rava Erich, 5thSense Communication"The challenge of combining old with new takes courage and creativity. The important thing is to remain authentic, maintain your reputation and generate attention."Cigliano Fabian "The brand should be recognizable without looking closely. The subconscious knows something has changed, but not exactly what. Identification with the brand and feeling good as a customer, as always, then a relaunch is successful. With the Orange brand, I still don't see why the name had to be changed. The communication effort is still very high. And I ask myself, what is the benefit of this effort? Did someone have to self-actualize there?"Hunziker Ingrid, Connecta Communication and Marketing Services GmbH"Reference to the old fire must be recognizable".Müller Peter, Change Communications"Independent, simple, clear and timeless".Schnyder Daniel, VSSM"Sophistication, property for recognition & product/brand proximity."Schneider Indra Mara, Akzo Nobel Coatings AG"Gentle relaunch, not a total breakup, modernization to fit the product/service."Claudio Thürlemann, Credit Suisse AG"A relaunch has to manage the balancing act between wow and aha effect. It must therefore surprise and inspire, and at the same time the 'old' brand must be recognizable."Colle Fabio"Brand should remain recognizable. New appearance should be contemporary and fresh."Bosshardt Sabine, Zenhäusern & Partner AG

SBB employees are delighted to have won the Master of Swiss Apps award.In addition to the total of five awards, SBB AG's new "train counter in your pocket" won the Master of Swiss Apps award, positioning itself as the most popular Swiss app project of the year.The new development of the most successful Swiss app "SBB Mobile", developed by SBB AG together with Ubique Innovations AG, has made enormous progress in terms of usability: instead of focusing on the product range, the focus is on the needs of travelers. The jury was extremely impressed by the design language.CSS Insurance and SBB AG as "Best in ClassIn this edition, SBB AG and CSS Versicherung proved themselves to be innovative and strong implementers. CSS Versicherung took home two gold medals and three silver medals for the app developed with Notch Interactive AG and Inside Solutions AG, while SBB AG won a total of 10 awards: In addition to the aforementioned awards for the SBB Mobile vNext app, they also won gold, silver and bronze once each for the app developed with bitforge AG for the Gottardo 2016 campaign.Gold in the annual theme "Internet of Things" to SARAH from hubware AGIn the annual theme category "Internet of Things", which deals with the smart networking of objects, the gold award goes to the SARAH - all in one Smart Home System project. The app was developed by hubware AG together with the agency "Apps with love".Exceptional Gold Award in the Enterprise CategoryFC Basel 1893 wins gold in a category in which tools for business solutions are typically judged. With the "FC Basel 1893 - Nachwuchs App", the football club, together with Swisscom (Schweiz) AG, has created a powerful tool to ensure a realistic decision-making basis for the sporting development of its young players. Apps for coaches, players and physiotherapists can be used to seamlessly record and evaluate data on the commitment, performance and health of young players. This 360-degree view not only enables optimal support, but also increases the efficiency of administrative processes.Playful but to be taken very seriouslyIn addition to projects from large companies, the Best of Swiss App Awards also include applications from smaller or younger companies. For example, the game "Cave Zen" by Marco Krapf won the gold medal in the Young & Wild category and Late Shift, an interactive film developed by CtrlMovie AG together with Dreipol AG and Martin Hering, won gold in the Games category.All winnersThe 'Best of Swiss Apps Awards' were presented for the fourth time. This year, Swiss app agencies submitted a total of 219 entries in eleven categories. In a first step, our 60-member jury shortlisted 47 projects, ten of which were nominated as master candidates. As a result of the entire judging process, 31 submissions were selected as winners at tonight's Award Night; 11 of them as Gold Winners and one of them as Master.the complete list of all winners can be found on our website: http://www.bestofswissapps.ch/de/hall-of-fame/bestever/

In this year's Swiss e-commerce mood barometer conducted by the HWZ and Swiss Post, respondents were asked about the reasons for and frequency of online shopping, the factors for a pleasant shopping experience and the advantages and disadvantages of shopping in online stores. 50 percent of respondents store in an online store at least once a month. Reason enough for Swiss companies to pay more attention to the needs of Swiss e-shoppers.Amazon and ricardo.ch are the frontrunnersSo-called virtual marketplaces were also taken into account for the first time. Among the most popular are the international provider Amazon and ricardo.ch. Amazon is particularly popular in Italian-speaking Switzerland.74% of respondents value the comparability of products when shopping on such marketplaces, followed by the bundling of different product categories (58%) and transparent product reviews (57%).Appropriate payment options and transparency requiredWhen shopping online, the Swiss attach particular importance to uncomplicated payment processing (91%) and store certification (82%). However, there is still a lack of payment options. 77% of respondents have already abandoned a purchase at least once because their preferred payment method was not available. Among younger people (under 25), this factor is even more decisive at 82%. The most popular payment method across all age groups is still the invoice (85%), followed by the credit card with 80% and the PostFinance debit card (42%). Other reasons for abandoning purchases are the lack of delivery options (81%) and hidden costs (78%).Smartphone use at previous year's levelOnly 20 percent of respondents use their smartphone frequently or always for online purchases. Just under a quarter of respondents use it occasionally, but still more than half (56%) rarely or never use it. The reasons for this are that the products cannot be displayed large enough, lack of mobile optimization and inadequate presentation of the product range, cumbersome ordering processes and security concerns. Smartphone use is therefore at the same level as in the previous year.About the studyThe Center for Digital Business at the HWZ University of Applied Sciences in Business Administration Zurich conducted the Swiss E-Commerce Sentiment Barometer on behalf of and with the support of Swiss Post. The survey was conducted by the Institute for Strategic Management: Stakeholder View at the HWZ. A total of over 10,000 people took part in the survey, 50 percent of whom were male and 50 percent female. 67 percent of respondents were German-speaking, 25 percent French-speaking and 8 percent Italian-speaking.

Growth hacking is a marketing technique that start-ups in particular use to promote sales and raise awareness using simple and inexpensive means, creativity and analytical thinking. Established forms of online marketing such as search engine optimization, website analysis and content marketing are used. However, social media and viral marketing form the core of the activities and growth hacking techniques are used by companies such as Facebook, Twitter, LinkedIn, Airbnb and Dropbox.

During the Christmas season, brands can reap the rewards of their branding campaigns from 2016 and address customers very efficiently with performance campaigns.The best target group are customers and attractive prospects whose profiles marketers store as custom audiences or website custom audiences on Facebook. A product campaign should only be targeted at users who are most likely to buy the product. For formats that function as Dynamic Ads, maximum bids can be set for users according to purchase probability. A target customer who has only viewed a product should cost less than one who has already placed it in the shopping cart.The best advertising formats are Carousel Ads, Canvas Ads and Video Link Ads. They allow marketers to present products in an eye-catching way. Carousel Ads can be used as Dynamic Ads on all end devices with products relevant to the respective user or cross-selling and upselling offers.The best Creative includes bestselling products in the run-up to Christmas. You should test which macros, such as price, brand and description, make the carousel ad click best. Time-limited offers, delivery periods or discounts can also be used to create pressure on users to take action.After the partyThe Christmas season is far from over: customers want to store until mid-January. This is when brands can score points with cross-selling and special offers.The best target group in the post-Christmas period are customers who have recently made a purchase. Website Custom Audiences are best used after an appropriate pause (retention window).The best advertising formats are the Dynamic Ads, even after the festival. These can be used to sell complementary or higher-value products from the product catalog, depending on the user's shopping history. Conversions should continue to be optimized.The best Creative is not the creative from the pre-Christmas period, even if marketers should tie in with it thematically. This keeps the customer interested and creates new sales opportunities, for example for accessories and add-ons for Christmas gifts or post-Christmas promotions.

More and more Swiss people are shopping on the Internet. Shopping by click is booming and is leading to a blurring of the boundaries between face-to-face and online business. Customers are increasingly being advised and served via holistic multi-channel strategies, independent of location and device. The international credit card systems support this development with cross-system and secure services, which pays off especially in online retailing due to increasing cybercrime. After all, when shopping online, caution is generally advised when handling personal data and payment methods. Thanks to new technologies in smartphones, consumers already have ways to protect themselves efficiently against fraud when shopping online. For example, Viseca Card Services SA, which issues credit cards for the Raiffeisen Group, all cantonal banks, Migros Bank, Bank Coop, regional banks and private and commercial banks, has been offering its cardholders a simple, dynamic procedure for confirming online payments via the VisecaOne mobile app since the end of 2015. With this procedure, cardholders confirm their payments in the -VisecaOne app on their smartphone. Customers without a smartphone receive an SMS code sent to their cell phone. This procedure, known as two-factor authentication, corresponds to the industry standard in the financial sector and increases security and abuse prevention. It replaces the static "3-D Secure Password" procedure for Mastercard and Visa credit cards, which requires a "3-D Secure Password" to be entered once it has been set.The VisecaOne app is already used by more than 400,000 Viseca customers - now a new version of the app is being introduced. With the additional functions it contains, the previous Viseca MyAccount app will be replaced at the same time. Now, -Viseca-One users can view their spending and the amount available in real time in the app. They can also find all the important information about their card at a glance:- Registered cards- Last transactions- Additional card benefits (insurance)- Current points balance of the surprize bonus program- Total amount of current spending- Available balance- Invoices and limitsNew functionsThe new app also offers various management options. For example, the popular online payment solution Viseca Masterpass, which enables fast and secure payment by credit card in over 200,000 online stores worldwide, can be activated directly in the app, and invoice types and notifications can be managed. Since Viseca Masterpass means that all the necessary payment and shipping data is already stored in the digital wallet and optimally protected by multi-level security processes, there is no need for cardholders to enter their delivery address and card details. Furthermore, users can subscribe to new free notifications in the app, such as a push message when a transaction is made in a foreign currency. Optionally from a certain amount or for all transactions. These notifications can be conveniently activated and deactivated in the VisecaOne app. The app meets the highest security standards. When activated via QR code, the app is linked to the VisecaOne user name via a digital certificate, making it a security factor. Customers then only need their password or fingerprint to log in to the VisecaOne app. The app is able to combine the two factors automatically - two-factor authentication has never been so user-friendly.Integration into your own mobile banking appsIn the next phase, the new functions of the VisecaOne app will be made available to the sales and partner banks of the Aduno Group, to which Viseca Card Services SA belongs, for integration into their own mobile banking apps. This will ensure that bank customers with credit cards issued through Viseca can also use the digital services easily and securely in their bank's existing mobile banking app. "This allows us to offer our customers an end-to-end digitized customer experience across all digital touchpoints," says Tobias Wirth, Head Digital Products at the Aduno Group. The new features are available immediately in the app and can be updated via the Apple and Google app stores.Aduno Group - the smart way to payThe Aduno Group offers all products and services for cashless payment from a single source: from card issuing (Viseca Card Services SA) and card acceptance to payment terminals (Aduno SA), personal loans and leasing (cashgate AG), and deposit guarantees (AdunoKaution AG). As a leading company for private and business customers, the Aduno Group is a fair and transparent partner. It is owned by the largest Swiss cantonal and retail banks (Raiffeisen Group, all cantonal banks, Migros Bank, Bank Coop, regional banks and private and commercial banks).

Successful and rapid cloud migration depends on several factors. Above all, a company must be clear in advance about which systems, applications and data it wants or is allowed to move to the public cloud and what goals are associated with this - for example, in terms of increasing quality and productivity, reducing costs or increasing reliability. There are serious pitfalls that a company needs to be aware of. The six most common ones are listed below by IT service provider and cloud expert transtec.1. do not equate cloud with cost reductionMany companies assume that the use of cloud services is inevitably associated with a reduction in costs. But this is not necessarily the case. They also fail to realize that cost reduction does not always have to be the primary goal associated with the cloud. Aspects such as high availability, resource bottlenecks or digital transformation - to name just a few - can also speak in favor of the cloud and be decisive motives for the decision in favor of the cloud.2. consider different licensing modelsIt is essential to check the applications used and the associated licensing models, as not all software can be used 1:1 in the cloud without further ado. Such use may also be associated with high costs - one example here would be Oracle database licenses, which would be significantly more expensive than an on-premise installation if licensed correctly. OEM licenses from Microsoft may also not be transferred to cloud offerings.3. classify dataData must be classified before it is outsourced. Above all, it must be clearly determined which data is business-critical and should be excluded from relocation to the cloud. It may also be the case that some data cannot be used in the cloud for legal reasons alone (e.g. medical data).4. consider backup and failure scenariosTwo points that must be taken into account in cloud migrations are disaster recovery and the specific services offered by the provider. The two key parameters RTO (Recovery Time Objective) and RPO (Recovery Point Objective) are particularly important here. RTO refers to the specified period of time that must not be exceeded before the system is fully restored. RPO relates to the period of time for which a data loss is accepted, i.e. the maximum period of time that may lie between two backups. The clear definition of these two parameters is an elementary prerequisite for concluding a cloud agreement.5. check the provider's security policiesAre the provider's security guidelines even compatible with the company's internal compliance requirements? This is another question that needs to be asked and answered before migrating to the cloud. It may be necessary to adapt your own guidelines. However, it is also possible that there is simply no compatibility. For example, it is possible that the provider - especially if it is a large, internationally active provider - cannot guarantee compliance with German or European data protection regulations.6. avoid vendor lock-inIt is essential to agree an exit strategy. If a company wants to operate its IT in-house again, it must be contractually regulated exactly how the reversal will take place. Of course, this also applies to a possible change of provider. A lack of transparency in the contract design is a central dilemma of many cloud agreements anyway.

With the new photo scanner app from Google, analogue images can be quickly digitized.The year is drawing to a close and the holidays are just around the corner. A time when many of us like to look through old photo albums with family or friends and reminisce. With this in mind, Google has launched an app. The photo scanner creates digital copies in no time at all - the app recognizes the outline of the image, straightens the photo, rotates it to the correct orientation and removes reflections. With a simple tap, the scanned photos are saved in Google Photos, where they can be easily sorted, searched, shared and stored as a high-quality backup copy, and the images can also be optimized, edited and given a filter. the following video explains how it all works:https://www.youtube.com/watch?v=MEyDt0DNjWU

Clear Channel Switzerland is expanding its range of services with the "Virtual Campaign" tool. This allows advertisers to experience a poster subject on film in a real environment before their campaign has even started. The tool is based on film recordings of advertising spaces in various formats from Clear Channel. These are edited together to create a short product film. The desired campaign subject - be it a classic poster or a digital spot - can be inserted into the product films afterwards.Clear Channel commissioned its partner HerzbergMedia, which has many years of filming experience and the necessary technical expertise, to implement the tool. The desired motifs are uploaded and the films created via an easily accessible Internet portal. Diego Quintarelli, Sales Director Clear Channel Switzerland: "We compile the films individually for our advertising customers. They can get a realistic picture of their future campaign. Our customers respond very positively to this service. Of course, we also use the tool as a sales instrument to illustrate the impact of a poster." Demo video.

VR glasses are now also being used for outdoor applications.The sales representatives of the easyPharmacy are traveling throughout Germany to win new cooperation partners for the module idea. To demonstrate this, each sales representative has now received VR glasses with which they can offer a virtual tour of the first reference pharmacy in Moers (NRW). Just as if you were in the pharmacy yourself. Customers and interested parties can move freely around the pharmacy and view the range of products on offer. In addition, information is stored at important points ("points of interest") in the form of films and graphics, which the user of the glasses can call up. easyApotheke's VR solution was implemented by the company Viar.

Deborah Zani dispels the notion that the course of a negotiation can be significantly steered by a prepared argument. In around 100 pages, she presents her concept of "defining moments": Key moments in which the negotiating partner directly or indirectly reveals how they feel about the offer and the chances of a deal. This is followed by specific analyses of exemplary discussions based on the defining moments concept. The approach is convincing insofar as it consistently forces the salesperson to adopt the perspective of their negotiating partner. Otherwise, the book is unfortunately full of trivialities. The lack of linguistic quality is downright annoying: the text is teeming with downright errors, wooden constructions and Anglicisms. The whole thing reads in part like a poor translation, or at least the book seems to have been very carelessly proofread. Ultimately, one wonders whether the promise of the subtitle, namely ultimate negotiation success, can actually be achieved thanks to this method. If you want to find out, getAbstract recommends this book, especially to all salespeople, buyers and decision-makers.getAbstract rating: 5Implementability: 6Innovation level: 6Style: 4