ENT-5001 v4

Siemens, J. C., Weathers, D., Smith, S., & Fisher, D. (2020). Sizing up without selling out: The role of authenticity in maintaining long-run consumer support for successful underdog brands. Journal of Advertising, 49(1), 78–97.
Authenticity is the key to long-term marketing success.

Spiller, L. D. (2018). Story-selling: Creating and sharing authentic stories that persuade. Journal for Advancement of Marketing Education, 26 , 11–17.
Storytelling is selling as explained by the author.

Wong, V. C., Su, L., & Lam, H. P.-Y. (2020). When less is more: How mindset influences consumers’ responses to products with reduced negative attributes. Journal of Marketing, 84(5), 137–153.
Focusing on the positive to sell your vision and ideas is key.

Palmer, D. (2017). Why do people say “yes”? The “6 weapons of influence.” American Salesman, 62(12), 24–28.
Six little tools to get to yes are provided by the author.