Truth : new rules for marketing in a skeptical world / Lynn Upshaw
Material type:
TextPublication details: New York : Amacom, c2007.Description: vii, 279p. : ill. ; 24cmISBN: - 0814473768 (hbk : cloth)
- 9780814473764 (hbk : cloth)
| Item type | Current library | Home library | Call number | Copy number | Status | Date due | Barcode | |
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Book
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LIC(LABUAN INTERNATIONAL CAMPUS) LIC General Collection | LIC(LABUAN INTERNATIONAL CAMPUS) LIC General Collection | HF5415 . U67 2007 (Browse shelf(Opens below)) | 1 | Available | 1000221613 |
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