Fellman, Eric, 148
Fisher, Roger, 64
Ford, Henry, 70–71
Gap, 133–35, 140, 141, 146, 161
Getting to Yes (Fisher and Ury), 64
Global accounts, 8
Goal(s)
best practices review, 38
common, 8, 29–32
establishing, 20, 27–39, 166
mistakes to avoid, 39
“myth of the fixed pie,” 35–37
professional buyers and, 38
and tactics compared, 30–32, 39
timing of, 30–31
uncommon, 32–35