new rules for marketing in a skeptical world Upshaw, Lynn B. 1947- creator ebrary, Inc text bibliography Electronic books. nyu New York AMACOM c2007 2007 monographic eng

electronic

electronic resource

vii, 279 p. : ill. 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. Lynn Upshaw. Includes bibliographical references (p. 271-272) and index. 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 HF5415 .U67 2007eb 658.8/02 http://site.ebrary.com/lib/rucke/Doc?id=10196205 http://site.ebrary.com/lib/rucke/Doc?id=10196205 CaPaEBR 070110 ebr10196205