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How to win sales and influence customers: a black swan story

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Abstract:

Black swans are improbable events – events that are totally unpredictable and enormously impactful. They are evident in every walk of life, business and management included. One of the biggest black swans in business was the 1936 publication of How to Win Friends and In fluence People. No one expected the self-help book to succeed, least of all its reluctant author, yet it not only became an instant bestseller but it transformed the lives of countless salespeople. This paper examines Dale Carnegie's brilliantly successful black swan book and contends that its success contains several lessons for the contemporary marketing community.

Keywords: BLACK SWANS; DALE CARNEGIE; F-WORDS; HOW TO WIN FRIENDS AND INFLUENCE PEOPLE

Document Type: Research Article

DOI: https://doi.org/10.1362/147539208X290280

Publication date: 2008-03-01

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