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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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Grouping Information

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full_title truth new rules for marketing in a skeptical world
author upshaw lynn b
grouping_category book
lastUpdate 2016-12-14 05:06:49AM

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physical vii, 279 p. : ill. ; 24 cm.
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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.
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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