Upshaw, Lynn B., 1947-
Truth : new rules for marketing in a skeptical world / Lynn Upshaw. - New York : AMACOM, c2007. - vii, 279 p. : ill. ; 24 cm.
Includes bibliographical references (p. 271-272) and index.
Introduction : What was naive is now necessary -- 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.
"The first book of its kind, Truth takes a practical business-building approach to marketing with integrity. Author and internationally respected marketing consultant Lynn Upshaw has spent three decades showing businesses of all sizes - from start-ups to Fortune 500s - that integrity is more than just a nice quality for businesses to have; it's an absolute necessity for achieving marketing goals."--BOOK JACKET.
0814473768 9780814473764
2007001114
Marketing.
Marketing--Decision making.
Integrity.
HF5415 / .U67 2007
658.8/02
Truth : new rules for marketing in a skeptical world / Lynn Upshaw. - New York : AMACOM, c2007. - vii, 279 p. : ill. ; 24 cm.
Includes bibliographical references (p. 271-272) and index.
Introduction : What was naive is now necessary -- 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.
"The first book of its kind, Truth takes a practical business-building approach to marketing with integrity. Author and internationally respected marketing consultant Lynn Upshaw has spent three decades showing businesses of all sizes - from start-ups to Fortune 500s - that integrity is more than just a nice quality for businesses to have; it's an absolute necessity for achieving marketing goals."--BOOK JACKET.
0814473768 9780814473764
2007001114
Marketing.
Marketing--Decision making.
Integrity.
HF5415 / .U67 2007
658.8/02