Truth

The New Rules for Marketing in a Skeptical World

Author: Lynn B. Upshaw
Pub Date: 2007
Your Price: $24.95
ISBN: 0814473768
Format: Hardcover

• Overview
• Truth: Sample Chapter
• Press Release
• Table of Contents
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The Smarter Way to Market in an Anti-Marketing Age

New AMACOM Book Shows Businesses How to Profit from the Most Powerful—if Unlikely—Marketing Weapon of All

Marketing is experiencing one of its most exciting periods ever. But despite the explosion of online promotions, buzz marketing, and even advertising on blogs, marketers are increasingly forced to confront a befuddling paradox: With more marketing options than ever, consumers are more skeptical than ever. The bottom line is that buyers desperately want brands they can believe in from companies they can trust. Companies who don’t deliver that risk destroying potential consumer good will, and ultimately, their own business.

• Promote honestly, not just legally
• Avoid credibility killers that repel customers
• Replace their current pricing strategy with a more convincing value promise
• Stay on their customers’ minds by getting out of their faces
• Build stronger customer partnerships

Drawing on experiences gleaned from three decades as a brand and marketing consultant to major corporations such as IKEA, Trader Joe’s, Patagonia, Infosys, In-N-Out Burger, Gore-Tex and Kiehl’s, Upshaw offers critical lessons learned from companies whose integrity drives their successful marketing approach. In addition, he lists marketing “turn offs” to avoid at all cost. Finally, he suggests internal planning and training strategies for putting ideas into practice and provides a new benchmark against which to measure “Return on Marketing Integrity.”

Using the strategies advocated in this book, Lexus rose to its position of prominence, Courtyard by Marriott became one of the top fifteen hotel brands in the world, Samsung transformed itself from a bottom-rung maker of mediocre products into one of the fastest-growing brands of its kind, and Nike captured the skateboard market. The ultimate guide to demonstrating integrity without sacrificing profit, TRUTH belongs on the desk of every marketer who hopes to thrive in this fertile but challenging new marketplace.

About the Author:

Internationally respected marketing consultant Lynn Upshaw has spent three decades showing businesses of every size, from startups to Fortune 500 companies, that integrity is more than just a “nice quality” for business to have—it’s an absolute necessity for achieving marketing goals. Upshaw, who lives in San Rafael CA., is the author and coauthor of two highly regarded books on marketing strategy and a member of the MBA faculty of the Haas School of Business, University of California at Berkeley.