Truth : new rules for marketing in a skeptical world / Lynn Upshaw.
By: Upshaw, Lynn B
.
Material type: 
TextPublisher: New York : AMACOM, c2007Bibliography: Includes bibliographical references (p. 271-272) and index.Description: vii, 279 p. : ill. ; 24 cm.ISBN: 0814473768; 9780814473764.Subject(s): Marketing | Marketing -- Decision making | IntegrityDDC classification: 658.8/02 Online resources: Table of contents | Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.802 Up7 2007 (Browse shelf(Opens below)) | Available | 34284003363249 |
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Includes bibliographical references (p. 271-272) and index.
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.
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