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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
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...

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Additional Physical Format: Print version:
Upshaw, Lynn B., 1947-
Truth.
New York : AMACOM, ©2007
(DLC) 2007001114
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Lynn B Upshaw
OCLC Number: 928756679
Description: 1 online resource (vii, 279 p.) : ill
Contents: 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.
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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