Truth : new rules for marketing in a skeptical world / Lynn Upshaw.

Format:

Book

Author/Creator:

Upshaw, Lynn B., 1947-

Language:

English

Subjects (All):

Marketing.

Marketing--Decision making.

Integrity.

Physical Description:

vii, 279 p. : ill.

Edition:

1st ed.

Place of Publication:

New York : AMACOM, c2007.

Language Note:

English

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.

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.

Notes:

Title from title screen.

Includes bibliographical references (p. 271-272) and index.

Digitized and made available by: Books24x7.com.

ISBN:

1-281-12815-5

9786611128159

0-8144-0089-2

OCLC:

929146605