The New Rules for Marketing in a Skeptical World
Author: Lynn B. Upshaw
Pub Date: June 2007
Print Edition: $24.95
Print ISBN: 9780814473764
Page Count: 288
e-Book ISBN: 9780814400890
Buy the book:
"This book is both a great read and a very useful tool for marketers in an increasingly skeptical age" --Choice
“. . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits.” --Entrepreneur
"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
“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
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