When it comes to the most effective marketing, it's not a company's slick package or sexy message that will ultimately win customers. The real truth is that a company's success lies in its ability to convey its integrity. In "Truth", marketing expert Lynn Upshaw offers a systematic approach for building customer loyalty and increasing market share. Using real-world examples and engaging stories, he shows companies how they can capitalize on a new kind of competitive advantage in marketing through sincerity and likeability.
Author(s): Lynn B. Upshaw
Year: 2007
Language: English
Pages: 288
Truth — The New Rules for Marketing in a Skeptical World......Page 1
Acknowledgments......Page 8
About the Author......Page 288
Contents......Page 6
Introduction — What Was Naive Is Now Necessary......Page 10
Part 1 — Practical Integrity......Page 16
1. Convincing the Unconvinced......Page 18
2. Practical Integrity Works......Page 34
Part 2 — True Strategies......Page 60
3. Be the One They Can Count On......Page 62
4. My Product, My Self......Page 80
5. Win the Credibility Race (and It Is a Race)......Page 105
6. Promote Honestly, Not Just Legally......Page 129
7. Be There When They Want You There......Page 152
8. Putting Trust Back into Value......Page 168
Part 3 — Making It Happen......Page 190
9. Integrity Team Building......Page 192
10. Benchmark Against a New ROMI......Page 212
11. Preparing for a Better Way to Market......Page 228
A Final Thought......Page 248
Appendixes......Page 250
Notes......Page 266
Bibliography......Page 280
Index......Page 282
