Upshaw, Lynn B.,  1947- <br/><br/>
Truth  new rules for marketing in a skeptical world /  [electronic resource] : 
Lynn Upshaw. 
 - New York :  American Management Association,  c2007. 
 - vii, 279 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references (p. 271-272) and index. 
<br/><br/>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. 
<br/><br/><br/>Electronic reproduction. <br/>Palo Alto, Calif. : <br/>ebrary, <br/>2009. <br/>Available via World Wide Web. <br/>Access may be limited to ebrary affiliated libraries. 
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<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.<br/>Marketing--Decision making.<br/>Integrity.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic books.
<br/><br/><label>LC Class. No.: </label>HF5415  / .U67 2007eb 
<br/><br/><label>Dewey Class. No.: </label>658.8/02