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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

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...


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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


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"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...

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