Truth : new rules for marketing in a skeptical world / / Lynn Upshaw.
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| Year of Publication: | 2007 |
| Language: | English |
| Online Access: | |
| Physical Description: | vii, 279 p. :; ill. |
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| 082 | 0 | 4 | |a 658.8/02 |2 22 |
| 100 | 1 | |a Upshaw, Lynn B., |d 1947- | |
| 245 | 1 | 0 | |a Truth |h [electronic resource] : |b new rules for marketing in a skeptical world / |c Lynn Upshaw. |
| 260 | |a New York : |b AMACOM, |c c2007. | ||
| 300 | |a vii, 279 p. : |b ill. | ||
| 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. | ||
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Marketing |x Decision making. | |
| 650 | 0 | |a Integrity. | |
| 655 | 4 | |a Electronic books. | |
| 710 | 2 | |a ProQuest (Firm) | |
| 856 | 4 | 0 | |u https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=3001862 |z Click to View |