Truth

Consumers today are better informed and more skeptical than ever before. In Truth, marketing expert Lynn Upshaw offers a systematic approach for building customer loyalty, increasing market share, and building credibility in this challenging marketplace. A revolutionary book that redefines what it means to market.

Informationen zum Autor 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. Klappentext 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. Zusammenfassung Consumers today are better informed and more skeptical than ever before. In Truth, marketing expert Lynn Upshaw offers a systematic approach for building customer loyalty, increasing market share, and building credibility in this challenging marketplace. A revolutionary book that redefines what it means to market. Inhaltsverzeichnis Contents Acknowledgments vii Introduction • What Was Naive Is Now Necessary 1 PART ONE • PRACTICAL INTEGRITY 7 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 PART TWO • TRUE STRATEGIES 51 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 PART THREE • MAKING IT HAPPEN 181 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 ...

Auteur
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.

Texte du rabat

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.

Contenu

Contents

Acknowledgments vii

Introduction • What Was Naive Is Now Necessary 1

PART ONE • PRACTICAL INTEGRITY 7

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

PART TWO • TRUE STRATEGIES 51

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

PART THREE • MAKING IT HAPPEN 181

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