02096nam a2200337 a 4500 ebr10196205 CaPaEBR m u cr cn||||||||| 070110s2007 nyua sb 001 0 eng 2007001114 0814473768 9780814473764 CaPaEBR CaPaEBR (OCoLC)162141808 HF5415 .U67 2007eb 658.8/02 22 Upshaw, Lynn B., 1947- Truth [electronic resource] : new rules for marketing in a skeptical world / Lynn Upshaw. New York : AMACOM, c2007. vii, 279 p. : ill. 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, 2013. Available via World Wide Web. Access may be limited to ebrary affiliated libraries. Marketing. Marketing Decision making. Integrity. Electronic books. local ebrary, Inc. http://site.ebrary.com/lib/rucke/Doc?id=10196205 An electronic book accessible through the World Wide Web; click to view 116008 116008