Truth: new rules for marketing in a skeptical world

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Publisher:
AMACOM,
Pub. Date:
c2007.
Language:
English
Description
Upshaw, a brand and marketing consultant, shows businesses of all sizes how to build a more motivated workforce, increase customer loyalty, and bolster credibility among stakeholders by convincing customers rather than selling them. Focus is not on corporate social responsibility or cause marketing, but rather on how companies can create stronger marketing programs through the practice of integrity, and how those programs can help achieve business goals. Using real-world examples from companies such as Patagonia and Trader Joe's, he explains how to promote products and services more persuasively and honestly. Suggestions are offered for internal marketing, benchmarking, marketing planning, and training to help put integrity strategies into practice. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)
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ISBN:
9780814400890
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full_title truth new rules for marketing in a skeptical world
author upshaw lynn b
grouping_category book
lastUpdate 2017-08-14 05:04:24AM

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title_display Truth new rules for marketing in a skeptical world
title_full Truth [electronic resource] : new rules for marketing in a skeptical world / Lynn Upshaw
title_short Truth
title_sub new rules for marketing in a skeptical world