Truth

The New Rules for Marketing in a Skeptical World

Author: Lynn B. Upshaw
Pub Date: 2007
Your Price: $24.95
ISBN: 0814473768
Format: Hardcover

• Overview
• Sample Chapter
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Table of Contents

Acknowledgments

Introduction
What Was Naive Is Now Necessary


Part One
Practical Integrity

Chapter 1
Convincing the Unconvinced
Practical Integrity and a Better Way to Market

Chapter 2
Practical Integrity Works
Five Companies with Something to Teach Us All


Part Two
True Strategies

Chapter 3
Be the One They Can Count On
Build Equitable Partnerships, Fused with Integrity

Chapter 4
My Product, My Self
That’s Not a Product You’re Marketing, That’s Your Word

Chapter 5
Win the Credibility Race (and It Is a Race)
Grab the Leadership Share of What Customers Believe In


Chapter 6
Promote Honestly, Not Just Legally
No Weasels Allowed


Chapter 7
Be There When They Want You There
In Their Mind, Not in Their Face


Chapter 8: A Value Strategy
Putting Trust Back Into Value
It’s Worth More if They Trust You More


Part Three
Making It Happen

Chapter 9
Integrity Team Building
Convince Your People and They Will Convince the World


Chapter 10
Benchmark Against a New ROMI
Achieving Return on Marketing Integrity


Chapter 11
Preparing for a Better Way to Market
Integrity Planning and Training

Chapter 12
A Final Thought


Appendixes

Notes

Bibliography

Index
About the Author

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