Truth: The New Rules for Marketing in a Skeptical World by Lynn B. Upshaw

From the Publisher

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.

Mark Henricks - Entrepreneur.com

Virtue, it seems, is not the only reward when it comes to marketing.

Publishers Weekly

This refreshing yet flawed call to arms from a veteran business consultant and professor makes the case for integrity. "It is the business in which all marketers must now be engaged," argues Upshaw. Yet while his argument about the need for integrity in an age of information overload, corporate malfeasance and consumer cynicism rings true, his suggestions for assessing and improving corporate integrity fall flat. Upshaw draws decent lessons from the usual "masters of practical integrity," such as Patagonia and Herman Miller: be truthful, let great products speak for themselves, partner with customers and sell value rather than gimmicks. But he does not fulfill his promise to teach companies the practical, daily discipline of operating and marketing on the basis of truth. The middle sags under labored and commonsensical recommendations like "Promote Honestly, Not Just Legally" and "Be the One They Can Count On." Upshaw may also drive readers away with his "integritometer," a scorecard of integrity. Wouldn't the moral compass of any company that turns to such a device be suspect from the start? This would have been a terrific business article, but is greatly diminished by this book-length treatment. (June)

Product Details

• ISBN: 0814473768
  
• ISBN-13: 9780814473764
• Format: Textbook Hardcover, 279pp
• Publisher: AMACOM
• Pub. Date: June 2007
• Edition Number: 1
• Sales Rank: 347,692

• Table of Contents

Table of Contents