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Truth = new rules for marketing in a...

Upshaw, Lynn B., (1947-)

Truth = new rules for marketing in a skeptical world /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Truth/ Lynn Upshaw.
Reminder of title:	new rules for marketing in a skeptical world /
Author:	Upshaw, Lynn B.,
Published:	New York :AMACOM, : c2007.,
Description:	vii, 279 p. :ill. :
Subject:	Integrity. -
Online resource:	Click to View

Truth = new rules for marketing in a skeptical world /
Upshaw, Lynn B.,1947-

Truthnew rules for marketing in a skeptical world /[electronic resource] :Lynn Upshaw. - New York :AMACOM,c2007. - vii, 279 p. :ill.

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.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

Subjects--Topical Terms:

584123
Integrity.
Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HF5415 / .U67 2007

Dewey Class. No.: 658.8/02

Truth = new rules for marketing in a skeptical world /
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504 $a Includes bibliographical references (p. 271-272) and index.
505 0 $a 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.
533 $a Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
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650 0 $a Marketing. $3 557931
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