3041

1947-

,

Lynn Upshaw

AMACOM

vii, 279 p. : ill. ; 24 cm.

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 : thatʹs not a product youʹre marketing, thatʹs 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 : itʹs 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

HF

5415

.U67

2007

1391/09/17

,

c2007