Truth: new rules for marketing in a skeptical world

Book Cover
Average Rating
Pub. Date:
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 (
More Details
Also in this Series
More Like This
Reviews from GoodReads
Loading GoodReads Reviews.
Staff View

Grouping Information

Grouped Work ID d02b820c-fa83-0ab0-ddfc-76ccd568e07a
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

Solr Details

_version_ 1575877829030051840
accelerated_reader_point_value 0
accelerated_reader_reading_level 0
author Upshaw, Lynn B., 1947-
author-letter Upshaw, Lynn B.,
author2 NetLibrary, Inc.
author2-role NetLibrary, Inc.
author_additional Lynn Upshaw.
author_display Upshaw, Lynn B
availability_toggle_arlington Available Now, Available Online, Entire Collection
callnumber-a HF5415
callnumber-first H - Social Science
callnumber-subject HF - Commerce
days_since_added 3515
detailed_location_arlington EBSCOhost
econtent_protection_type_arlington external
econtent_source_arlington EBSCOhost
format_arlington eBook
format_boost 10
format_category_arlington eBook
grouping_category book
id d02b820c-fa83-0ab0-ddfc-76ccd568e07a
isbn 9780814400890
item_details external_econtent:ils:.b13001784||EBSCOhost|Online|eBook|eBook|1|false|true|EBSCOhost||||Available Online||q||
itype_arlington eCollection
language English
language_boost 10
language_boost_es 1
lexile_score -1
lib_boost_arlington 50
literary_form Other
literary_form_full Other
local_callnumber_arlington Online
local_callnumber_exact_arlington Online
local_callnumber_left_arlington Online
local_days_since_added_arlington 3515
num_holdings 0
oclc (OCoLC)162141808
owning_library_arlington Arlington Public Library Online, Aurora Hills Online, Central Online, Cherrydale Online, Columbia Pike Online, Connection Crystal City Online, Detention Center Online, Glencarlyn Online, Local History Online, Plaza Online, Shirlington Online, Westover Online
physical vii, 279 p. : ill. ; 24 cm.
popularity 0
primary_isbn 9780814400890
publishDate 2007
publishDateSort 2007
publisher AMACOM,
rating 2.5
rating_facet oneStar, twoStar
record_details external_econtent:ils:.b13001784|eBook|eBook||English|AMACOM,|c2007.|vii, 279 p. : ill. ; 24 cm.
recordtype grouped_work
scope_has_related_records a, arlington, c, d, g, h, o, p, s, u, v, w
scoping_details_arlington external_econtent:ils:.b13001784||Available Online|Available Online|false|true|false|false|false|true||||
table_of_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.
target_audience Other
target_audience_full Other
title Truth new rules for marketing in a skeptical world
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_sort truth new rules for marketing in a skeptical world
title_sub new rules for marketing in a skeptical world