Truth

by Upshaw, Lynn B.

• ISBN13: 9780814473764
• ISBN10: 0814473768
• Format: Hardcover
• Copyright: 2007-06-20
• Publisher: Amacom Books

Summary

Consumers today are better informed, better armed to resist marketers, and more skeptical than ever. With thousands of messages bombarding them every day, buyers just want brands they can believe in from companies they can trust. InTruth, 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 and learn 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 Seize the lead share of credibility in a hypercompetive marketplace. A revolutionary book that redefines what it means to market,Truthwill show companies how to strengthen and build their businesses in a world filled with would-be buyers who are more inclined to doubt than to buy.

Author Biography

Lynn B. Upshaw (San Rafael, CA) is an internationally known brand and marketing consultant to major corporations. He is also the author and coauthor of two highly-regarded books on marketing strategy, and a member of the MBA faculty at the Haas School of Business, University of California at Berkeley.

Table of Contents

Acknowledgments	p. vii
Introduction: What Was Naive Is Now Necessary	p. 1
Practical Integrity	p. 7
Convincing the Unconvinced: Practical Integrity and a Better Way to Market	p. 9
Practical Integrity Works: Five Companies with Something to Teach Us All	p. 25
True Strategies	p. 51
Be the One They Can Count On: Build Equitable Partnerships, Fused with Integrity	p. 53
My Product, My Self: That's Not a Product You're Marketing, That's Your Word	p. 71
Win the Credibility Race (and It Is a Race): Grab the Leadership Share of What Customers Believe In	p. 96
Promote Honestly, Not Just Legally: No Weasels Allowed	p. 120
Be There When They Want You There: In Their Mind, Not in Their Face	p. 143
Putting Trust Back into Value: It's Worth More if They Trust You More	p. 159
Making it Happen	p. 181
Integrity Team Building: Convince Your People and They Will Convince the World	p. 183
Benchmark Against a New ROMI: Achieving Return on Market Integrity	p. 203
Preparing for a Better Way to Market: Integrity Planning and Training	p. 219
A Final Thought	p. 239
Appendixes	p. 241
Notes	p. 257
Bibliography	p. 271
Index	p. 273
About the Author	p. 279
Table of Contents provided by Ingram. All Rights Reserved.