Truth [electronic resource] : new rules for marketing in a skeptical world / Lynn Upshaw.
Analytics: Show analyticsPublication details: New York : AMACOM, c2007.Description: vii, 279 p. : ill. ; 24 cmSubject(s): Genre/Form: DDC classification:- 658.8/02 22
- HF5415 .U67 2007eb
Item type | Current library | Call number | URL | Status | Date due | Barcode | Item holds | |
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E-Book | Strathmore University (Main Library) Online Resource | Link to resource | Not for loan |
Includes bibliographical references (p. 271-272) and index.
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.
Electronic reproduction. Palo Alto, Calif. : ebrary, 2009. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.
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