| Description |
1 online resource (vii, 279 pages) : illustrations |
| Physical Medium |
polychrome |
| Description |
text file |
| 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. |
| Summary |
Brands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, consumers lack trust in the mainstream media channels and the specifics of product claims. Truth is a timely and seminal book that gives marketers the tools they need to win over today's wary consumers.; The author is a renowned marketing consultant with major companies on his client roster. He has written articles for numerous publications including "Brandweek", "Advertising Age", and the "Journal of Brand Management". He shows readers how to: promote more persuasively; achieve greater returns through integrity in marketing; replace their pricing strategy with a more convincing value promise; build stronger customer partnerships; and seize the lead share of credibility in a hypercompetive marketplace. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing.
|
|
Marketing. |
|
Marketing -- Decision making.
|
|
Marketing -- Decision making. |
|
Integrity.
|
|
Integrity. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: Upshaw, Lynn B., 1947- Truth. New York : AMACOM, ©2007 0814473768 9780814473764 (DLC) 2007001114 (OCoLC)79860123 |
| ISBN |
9780814400890 (electronic book) |
|
0814400892 (electronic book) |
|
1281128155 |
|
9781281128157 |
|
0814473768 |
|
9780814473764 |
|
