Truth : new rules for marketing in a skeptical world / Lynn Upshaw.
| Author/creator | Upshaw, Lynn B., 1947- |
| Format | Book |
| Publication Info | New York : AMACOM, ©2007. |
| Description | vii, 279 pages : illustrations ; 24 cm |
| Supplemental Content | Table of contents only |
| Subjects |
| 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. |
| Bibliography note | Includes bibliographical references (p. 271-272) and index. |
| LCCN | 2007001114 |
| ISBN | 0814473768 |
| ISBN | 9780814473764 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Joyner | General Stacks | HF5415 .U67 2007 | ✔ Available | Place Hold |