TY  - BOOK
AU  - Upshaw,Lynn B.
ED  - ebrary, Inc.
TI  - Truth: new rules for marketing in a skeptical world 
AV  - HF5415 .U67 2007eb
U1  - 658.8/02 22
PY  - 2007///
CY  - New York
PB  - American Management Association
KW  - Marketing
KW  - Decision making
KW  - Integrity
KW  - Electronic books
KW  - local
N1  - Includes bibliographical references (p. 271-272) and index; 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; Electronic reproduction; Palo Alto, Calif.; ebrary; 2009; Available via World Wide Web; Access may be limited to ebrary affiliated libraries
UR  - http://ezproxy.taylors.edu.my/login?url=http://site.ebrary.com/lib/taylorscollege/Doc?id=10196205
ER  -