| Description |
vii, 279 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references (pages 271-272) and index. |
| 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. |
| Subject |
Marketing.
|
|
Marketing. |
|
Marketing -- Decision making.
|
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Marketing -- Decision making. |
|
Integrity.
|
|
Integrity. |
| ISBN |
0814473768 |
|
9780814473764 |
|
