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
Format: Hardback
e-Book ISBN: 9780814400890

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Table of Contents


Acknowledgments vii

Introduction • What Was Naive Is Now Necessary 1


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


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


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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