Neuro-linguistic programming principles in marketing communication and sales

Primary purpose of this work is to provide information about the concepts of NLP and its practical applications. The work is concerned with the practical application of NLP specifically in marketing. Additionally, it explains the role of NLP in personal selling along with principles used. Moreover, it is determined to identify NLP patterns and tools used in marketing communication and sales through both theory and practice. In addition, it provides wide range of possibilities to use NLP in marketing communications and sales, as well as suggestions how to do it most effectively. Data for the work was obtained from the research books and analysis together with the use of specific case studies on this topic. The empirical part in form of a case study was conducted during the author's professional occupation in the year 2013. Its aim was to collect and deliver analysis of the NLP tools used by the real company. It was oriented towards offering the major models, strategies and mechanisms used by the company in question as well as many interesting insights and short tips of how not only to apply stated but also to further modify use of NLP in business, namely marketing communications and sales. This work is an attempt to provide potentials of NLP use in business environment, as well as both possible benefits and shortcomings of such an approach. Clearly, there are many "pro et contra" regarding this issue. The focus of work certainly remains on the attitude to put NLP tools in use for bettering off business but not worsening off anyone else.