Truth : new rules for marketing in a skeptical world / Lynn Upshaw.

ISBN:

9780814400890

9781281128157

Title:

Truth : new rules for marketing in a skeptical world / Lynn Upshaw.

Author:

Upshaw, Lynn B., 1947-

Personal Author:

Upshaw, Lynn B., 1947-

Publication Information:

Physical Description:

1 online resource (vii, 279 pages) : illustrations

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.

Local Note:

eBooks on EBSCOhost

Subject Term:

Marketing.

Marketing -- Decision making.

Integrity.

Format:

Electronic Resources

Electronic Access:

Click here to view

Publication Date:

2007

Publication Information:

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
658.802 22	1:E-BOOK	1	1:ONLINE	Searching... Unknown

Bound With These Titles

On Order

Summary

Brands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, consumers lack trust in the mainstream media channels and the specifics of product claims. Truth is a timely and seminal book that gives marketers the tools they need to win over today's wary consumers.; The author is a renowned marketing consultant with major companies on his client roster. He has written articles for numerous publications including Brandweek, Advertising Age, and the Journal of Brand Management. He shows readers how to: promote more persuasively; achieve greater returns through integrity in marketing; replace their pricing strategy with a more convincing value promise; build stronger customer partnerships; and seize the lead share of credibility in a hypercompetive marketplace.