Truth: The New Rules for Marketing in a Skeptical World / Edition 1

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Overview

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.

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Editorial Reviews

From the Publisher

“. . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits.” --Entrepreneur

"The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the “new” basics of marketing and communications, you should read this book... This is not a one-sitting read. It’s a one-chapter-per-sitting read so that you can absorb Upshaw’s simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you." --Counter Point Communications Newsletter

"Filled with examples, Upshaw's work demonstrates how a company can secure trust by instilling ‘practical integrity’ throughout the marketing mix..." --BusinessBookReview.com, Vol. 24, Issue 36

"This book is both a great read and a very useful tool for marketers in an increasingly skeptical age" --Choice

“Building reliable trust among consumers is crucial for business to be successful in today’s highly competitive market environment, but how can firms build such trust? [Truth]….provides us a very good solution... This book succeeds in expanding our understanding of how the approach of integrity provides key insights into marketing science, and it once more demonstrates the truth that honesty is the lifeline for all businesses. As such, the current reviewer thinks that this book has definite appeal to students and professors in marketing, as it aids understanding of the contextual underpinnings of marketing principles and strategies. Moreover, this book represents a useful 'how to' guide for both marketing practitioners and educational professionals on how to put into practice an integrity marketing approach. Clearly it represents a useful resource for anyone who looks to understand the significance of the integrity in marketing as well as for those who search for the practical values.” --Journal of Consumer Marketing

Entrepreneur.com
Virtue, it seems, is not the only reward when it comes to marketing.
—Mark Henricks
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)

Copyright 2007 Reed Business Information
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Product Details

  • ISBN-13: 9780814473764
  • Publisher: AMACOM
  • Publication date: 6/20/2007
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

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.

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Table of Contents

Contents

Acknowledgments vii

Introduction • What Was Naive Is Now Necessary 1

PART ONE • PRACTICAL INTEGRITY 7

Chapter 1 • Convincing the Unconvinced

Practical Integrity and a Better Way to Market 9

Chapter 2 • Practical Integrity Works

Five Companies with Something to Teach Us All 25

PART TWO • TRUE STRATEGIES 51

Chapter 3 • Be the One They Can Count On

Build Equitable Partnerships, Fused with Integrity 53

Chapter 4 • My Product, My Self

That’s Not a Product You’re Marketing, That’s Your Word 71

Chapter 5 • Win the Credibility Race (and It Is a Race)

Grab the Leadership Share of What Customers Believe In 96

Chapter 6 • Promote Honestly, Not Just Legally

No Weasels Allowed 120

Chapter 7 • Be There When They Want You There

In Their Mind, Not in Their Face 143

Chapter 8 • Putting Trust Back into Value

It’s Worth More if They Trust You More 159

PART THREE • MAKING IT HAPPEN 181

Chapter 9 • Integrity Team Building

Convince Your People and They Will Convince the World 183

Chapter 10 • Benchmark Against a New ROMI

Achieving Return on Market Integrity 203

Chapter 11 • Preparing for a Better Way to Market

Integrity Planning and Training 219

Chapter 12 • A Final Thought 239

Appendixes 241

Notes 257

Bibliography 271

Index 273

About the Author 279

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