Lynn Upshaw – Truth: The New Rules for Marketing in a Skeptical World
English | eBook | Size: 10.49 MB
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. 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 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, Truth will 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.
Contents:
Acknowledgments
Introduction – What Was Naive is Now Necessary
Part One – Practical Integrity
1 Convincing the Unconvinced
2 Practical Integrity Works
Part Two – True Strategies
3 Be the One They Can Count On
4 My Product, My Self
5 Win the Credibility Race (and It Is a Race)
6 Promote Honestly, Not Just Legally
7 Be There When They Want You There
8 Putting Trust Back into Value
Part Three – Making It Happen
9 Integrity Team Building
10 Benchmark Against a New ROMI
11 Preparing for a Better Way to Market
12 A Final Thought
Appendices
Notes
Bibliography
Index
About the Author
Format: PDF
Length: 288 pages
Published: 2007 by AMACOM
ISBN: 0814473768
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