A case study of the English language school market in Ireland

Abstract

This paper provides for an overview of the literature as pertains to sales negotiation tactics. Particular focus is lent to what makes such sales negotiation tactics successful or not. However, its true value lies in its attempt to uncover such effective sales negotiation tactics within one sector of the economy. The sector in question is the English language school market in Ireland. Results suggest that effectiveness in tactical approaches is to some extent dependent on the nationality, age group, and sex of the other party to the negotiations.