Truth

The New Rules for Marketing in a Skeptical World

 Truth

Author: Lynn B. Upshaw
Pub Date: June 2007
Print Edition: $24.95
Print ISBN: 9780814473764
Page Count: 288
Format: Hardback
e-Book ISBN: 9780814400890

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Overview

The smarter way to market in an anti-marketing age.

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.

About 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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