18. Negotiations

Negotiations are a special type of meeting in which the parties (usually two) need each others agreement in order to achieve an effective result. Negotiations is sophisticated activity because it requires competence in both communication and language skills and ability to maintain the performance under pressure. To reach the agreement with other people this calls for skills of persuasion, compromise, diplomacy, clear speaking, and attentive listening.

“The shortest and the best way to make your fortune is to let people see clearlythat it is in their interests to promote you.” – commented the 17^th-century French satirist Jean de la Bruyere.

To become a successful negotiator one should stick to the following guidelines:

always take the long-term view in negotiations;

-prepare your case. You must know your subject and the other person’s subject too;

-be absolutely clear about what exactly you hope to get out of the negotiations, but remember: very seldom both sides get absolutely everything they want from negotiations.

19. The Manager of 21st Century

Since the 1980s business structures have become less hierarchical - more flattened, more fluid. Today's businesses are driven by relationships that make the most of people's knowledge and enabled by networks with improved connectivity. These developments have meant businesses can respond better to their dynamic global environments. Further, the emergence of extended enterprises, consisting of several independent but networked businesses, is creating new ‘value webs' through collaboration and various forms of partnership.

Most leaders recognize today's challenges but do not know how to respond because they are unable to think differently about their role. Traditional leadership attitudes and behaviours have trapped them in an outdated meaning of leadership where their thoughts and actions are ineffective in dealing with 21st century complexity. A blended 21st century leadership style is emerging with a new set of leadership qualities:

-brings new perspectives and confronts threats head on;

-seeks new solutions outside predictable areas;

-open-minded and curious about their environment;

-mobilizes their company to take advantage of new market opportunities;

-views business as a networks of communities and works across boundaries;

-uses collaboration and partnerships to maximize sustainable growth.

But are 21st century leaders born or can they be made? Leaders have always been able to develop their skills through coaching, seminars and training course - and gaining 21st century leadership skills is no different.

20. Advertising

Advertising is a non-personal form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer. Advertising can also serve to communicate an idea to a mass amount of people in an attempt to convince them to take a certain action, such as encouraging 'environmentally friendly' behaviors, and even unhealthy behaviors through food consumption, video game and television viewing promotion. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Several types of mass media are television, internet, radio, news programs, and published pictures and articles.

Virtually any medium can be used foe advertising. Advertising media can include wall paintings, billboards, street furniture components, printed flyers, radio, cinema, and television adverts, web banners, magazines, newspapers and so on.