skip to content
Truth : new rules for marketing in a skeptical world Preview this item
ClosePreview this item
Checking...

Truth : new rules for marketing in a skeptical world

Author: Lynn B Upshaw
Publisher: New York : AMACOM, 2007
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:

When it comes to the most effective marketing, it's not a company's slick package or sexy message that will ultimately win customers. The real truth is that a company's success lies in its ability to  Read more...

Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

Find a copy online

Links to this item

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Lynn B Upshaw
ISBN: 9780814473764 0814473768
OCLC Number: 895768164
Notes: Convincing the unconvinced : practical integrity and a better way to market. Practical integrity works : five companies with something to teach us all. Be the one they can count on: build equitable partnerships, fused with integrity. My product, my self : that's not a product you're marketing, that's your word. Win the credibility race (and it is a race) : grab the leadership share of what customers believe in. Promote honestly, not just legally : no weasels allowed. Be there when they want you there : in their mind, not in their face. Putting trust back into value : it's worth more if they trust you more. Integrity team building : convince your people and they will convince the world. Benchmark against a new ROMI : achieving return on market integrity. Preparing for a better way to market : integrity planning and training. A final thought
Description: 1 online resource (vii, 279 s.) illustrations
Contents: Contents Acknowledgments vii Introduction * What Was Naive Is Now Necessary 1 PART ONE * PRACTICAL INTEGRITY 7 Chapter 1 * Convincing the Unconvinced Practical Integrity and a Better Way to Market 9 Chapter 2 * Practical Integrity Works Five Companies with Something to Teach Us All 25 PART TWO * TRUE STRATEGIES 51 Chapter 3 * Be the One They Can Count On Build Equitable Partnerships, Fused with Integrity 53 Chapter 4 * My Product, My Self That's Not a Product You're Marketing, That's Your Word 71 Chapter 5 * Win the Credibility Race (and It Is a Race) Grab the Leadership Share of What Customers Believe In 96 Chapter 6 * Promote Honestly, Not Just Legally No Weasels Allowed 120 Chapter 7 * Be There When They Want You There In Their Mind, Not in Their Face 143 Chapter 8 * Putting Trust Back into Value It's Worth More if They Trust You More 159 PART THREE * MAKING IT HAPPEN 181 Chapter 9 * Integrity Team Building Convince Your People and They Will Convince the World 183 Chapter 10 * Benchmark Against a New ROMI Achieving Return on Market Integrity 203 Chapter 11 * Preparing for a Better Way to Market Integrity Planning and Training 219 Chapter 12 * A Final Thought 239 Appendixes 241 Notes 257 Bibliography 271 Index 273 About the Author 279
Responsibility: Lynn Upshaw

Reviews

Editorial reviews

Publisher Synopsis

"This book is both a great read and a very useful tool for marketers in an increasingly skeptical age" --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know Read more...

 
User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


Primary Entity

<http://www.worldcat.org/oclc/895768164> # Truth : new rules for marketing in a skeptical world
    a schema:Book, schema:MediaObject, schema:CreativeWork ;
    library:oclcnum "895768164" ;
    library:placeOfPublication <http://dbpedia.org/resource/New_York_City> ; # New York
    library:placeOfPublication <http://id.loc.gov/vocabulary/countries/nyu> ;
    schema:about <http://experiment.worldcat.org/entity/work/data/796070936#Topic/integrity> ; # Integrity
    schema:about <http://experiment.worldcat.org/entity/work/data/796070936#Topic/marketing_decision_making> ; # Marketing--Decision making
    schema:about <http://experiment.worldcat.org/entity/work/data/796070936#Topic/marketing> ; # Marketing
    schema:about <http://dewey.info/class/658.8/e22/> ;
    schema:bookFormat schema:EBook ;
    schema:contributor <http://experiment.worldcat.org/entity/work/data/796070936#Person/upshaw_lynn_b> ; # Lynn B. Upshaw
    schema:datePublished "2007" ;
    schema:exampleOfWork <http://worldcat.org/entity/work/id/796070936> ;
    schema:inLanguage "en" ;
    schema:name "Truth : new rules for marketing in a skeptical world" ;
    schema:productID "895768164" ;
    schema:publication <http://www.worldcat.org/title/-/oclc/895768164#PublicationEvent/new_york_amacom_2007> ;
    schema:publisher <http://experiment.worldcat.org/entity/work/data/796070936#Agent/amacom> ; # AMACOM
    schema:url <http://site.ebrary.com/id/10196205> ;
    schema:workExample <http://worldcat.org/isbn/9780814473764> ;
    wdrs:describedby <http://www.worldcat.org/title/-/oclc/895768164> ;
    .


Related Entities

<http://dbpedia.org/resource/New_York_City> # New York
    a schema:Place ;
    schema:name "New York" ;
    .

<http://experiment.worldcat.org/entity/work/data/796070936#Person/upshaw_lynn_b> # Lynn B. Upshaw
    a schema:Person ;
    schema:familyName "Upshaw" ;
    schema:givenName "Lynn B." ;
    schema:name "Lynn B. Upshaw" ;
    .

<http://experiment.worldcat.org/entity/work/data/796070936#Topic/marketing_decision_making> # Marketing--Decision making
    a schema:Intangible ;
    schema:name "Marketing--Decision making" ;
    .

<http://worldcat.org/isbn/9780814473764>
    a schema:ProductModel ;
    schema:isbn "0814473768" ;
    schema:isbn "9780814473764" ;
    .


Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.