Full Product Details
Author: Lynn Upshaw
Publisher: Amacom
Imprint: Amacom
Dimensions:
Width: 6.30cm
, Height: 0.90cm
, Length: 9.20cm
Weight: 0.001kg
ISBN: 9780814473764
ISBN 10: 0814473768
Pages: 288
Publication Date: 16 July 2007
Audience:
Professional and scholarly
,
Professional & Vocational
Format: Hardback
Publisher's Status: Active
Availability: In Print
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Reviews
This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. (Counter Point Communications Newsletter August 22, 2007) The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter Upshaw provides a practical approach to marketing with integrity and offers clear guidleines for implementing such marketing strategies. The text is replete with practical illustrations and such groundbreaking conceptual tools as 'return on intergrity' and the 'Costs of Value Lost.' Both of these are first attempts to quantify the value of 'truth' as a strategy. This book is both a great read and a very useful tool for marketers in an increasingly skeptical age in which increased transparency seems to be an antidote... Highly recommended. --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 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 This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice 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 The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter . . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. --Entrepreneur This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice 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 The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter . . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. -- Entrepreneur . . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. -- Entrepreneur This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice 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 The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter Well, Honestly! Truth in marketing spins in a new direction. By Mark Henricks ] Entrepreneur Magazine - August 2007 Spam blockers and do-not-call lists are a challenge for marketers who want to contact customers, while consumer backlash against commercially buzzed or intrusively marketed offerings makes it difficult to gain customers' trust once you do reach them. In Truth (Amazon.com, $24.95), marketing consultant Lynn Upshaw shows how integrity-based marketing can overcome these obstacles and win new customers. If you're the sort of entrepreneur who considers a marketing claim or strategy acceptable once it passes your attorney's critique, you'll need to ramp up your standards to satisfy Upshaw. Stretching the truth legally doesn't pass muster. He doesn't even like so-called weasel words --like saying a food is virtually fat-free --that some marketers use to exaggerate claims or minimize weaknesses of products and services. Marketing with integrity, Upshaw says, requires recruiting everyone in the company to adhere to a high level of truth and honesty in all customer interactions. He also prescribes a comprehensive approach to measuring your investment and return on integrity-based marketing. Apparently, virtuous marketing doesn't come easy. But, as the numerous anecdotes and studies he quotes illustrate, relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. Virtue, it seems, is not the only reward when it comes to marketing. Mark Henricks is Entrepreneur's Staff Smarts columnist.
This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. (Counter Point Communications Newsletter August 22, 2007) Upshaw provides a practical approach to marketing with integrity and offers clear guidleines for implementing such marketing strategies. The text is replete with practical illustrations and such groundbreaking conceptual tools as 'return on intergrity' and the 'Costs of Value Lost.' Both of these are first attempts to quantify the value of 'truth' as a strategy. This book is both a great read and a very useful tool for marketers in an increasingly skeptical age in which increased transparency seems to be an antidote... Highly recommended. --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter . . .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 This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice 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 . . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. --Entrepreneur 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 The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter 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 The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter 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 . . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. -- Entrepreneur This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice 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 The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter Well, Honestly! Truth in marketing spins in a new direction. By Mark Henricks ] Entrepreneur Magazine - August 2007 Spam blockers and do-not-call lists are a challenge for marketers who want to contact customers, while consumer backlash against commercially buzzed or intrusively marketed offerings makes it difficult to gain customers' trust once you do reach them. In Truth (Amazon.com, $24.95), marketing consultant Lynn Upshaw shows how integrity-based marketing can overcome these obstacles and win new customers. If you're the sort of entrepreneur who considers a marketing claim or strategy acceptable once it passes your attorney's critique, you'll need to ramp up your standards to satisfy Upshaw. Stretching the truth legally doesn't pass muster. He doesn't even like so-called weasel words --like saying a food is virtually fat-free --that some marketers use to exaggerate claims or minimize weaknesses of products and services. Marketing with integrity, Upshaw says, requires recruiting everyone in the company to adhere to a high level of truth and honesty in all customer interactions. He also prescribes a comprehensive approach to measuring your investment and return on integrity-based marketing. Apparently, virtuous marketing doesn't come easy. But, as the numerous anecdotes and studies he quotes illustrate, relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. Virtue, it seems, is not the only reward when it comes to marketing. Mark Henricks is Entrepreneur's Staff Smarts columnist.
This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. (Counter Point Communications Newsletter August 22, 2007) The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter Upshaw provides a practical approach to marketing with integrity and offers clear guidleines for implementing such marketing strategies. The text is replete with practical illustrations and such groundbreaking conceptual tools as 'return on intergrity' and the 'Costs of Value Lost.' Both of these are first attempts to quantify the value of 'truth' as a strategy. This book is both a great read and a very useful tool for marketers in an increasingly skeptical age in which increased transparency seems to be an antidote... Highly recommended. --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 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 This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter 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 . . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. --Entrepreneur This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter 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 . . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. -- Entrepreneur . . .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 The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice Well, Honestly! Truth in marketing spins in a new direction. By Mark Henricks ] Entrepreneur Magazine - August 2007 Spam blockers and do-not-call lists are a challenge for marketers who want to contact customers, while consumer backlash against commercially buzzed or intrusively marketed offerings makes it difficult to gain customers' trust once you do reach them. In Truth (Amazon.com, $24.95), marketing consultant Lynn Upshaw shows how integrity-based marketing can overcome these obstacles and win new customers. If you're the sort of entrepreneur who considers a marketing claim or strategy acceptable once it passes your attorney's critique, you'll need to ramp up your standards to satisfy Upshaw. Stretching the truth legally doesn't pass muster. He doesn't even like so-called weasel words --like saying a food is virtually fat-free --that some marketers use to exaggerate claims or minimize weaknesses of products and services. Marketing with integrity, Upshaw says, requires recruiting everyone in the company to adhere to a high level of truth and honesty in all customer interactions. He also prescribes a comprehensive approach to measuring your investment and return on integrity-based marketing. Apparently, virtuous marketing doesn't come easy. But, as the numerous anecdotes and studies he quotes illustrate, relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. Virtue, it seems, is not the only reward when it comes to marketing. Mark Henricks is Entrepreneur's Staff Smarts columnist.
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
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
The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. (Counter Point Communications Newsletter August 22, 2007) This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter Upshaw provides a practical approach to marketing with integrity and offers clear guidleines for implementing such marketing strategies. The text is replete with practical illustrations and such groundbreaking conceptual tools as 'return on intergrity' and the 'Costs of Value Lost.' Both of these are first attempts to quantify the value of 'truth' as a strategy. This book is both a great read and a very useful tool for marketers in an increasingly skeptical age in which increased transparency seems to be an antidote... Highly recommended. --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 This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter . . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. --Entrepreneur 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 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 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 . . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. -- Entrepreneur This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter 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 . . .relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. -- Entrepreneur This book is both a great read and a very useful tool for marketers in an increasingly skeptical age --Choice The strategies Upshaw presents are clear, interesting, stimulating. If you want to know more about the new basics of marketing and communications, you should read this book... This is not a one-sitting read. It's a one-chapter-per-sitting read so that you can absorb Upshaw's simple, stark advice. Very readable. It made me question my marketing fundamentals. I hope it does the same for you. --Counter Point Communications Newsletter Well, Honestly! Truth in marketing spins in a new direction. By Mark Henricks ] Entrepreneur Magazine - August 2007 Spam blockers and do-not-call lists are a challenge for marketers who want to contact customers, while consumer backlash against commercially buzzed or intrusively marketed offerings makes it difficult to gain customers' trust once you do reach them. In Truth (Amazon.com, $24.95), marketing consultant Lynn Upshaw shows how integrity-based marketing can overcome these obstacles and win new customers. If you're the sort of entrepreneur who considers a marketing claim or strategy acceptable once it passes your attorney's critique, you'll need to ramp up your standards to satisfy Upshaw. Stretching the truth legally doesn't pass muster. He doesn't even like so-called weasel words --like saying a food is virtually fat-free --that some marketers use to exaggerate claims or minimize weaknesses of products and services. Marketing with integrity, Upshaw says, requires recruiting everyone in the company to adhere to a high level of truth and honesty in all customer interactions. He also prescribes a comprehensive approach to measuring your investment and return on integrity-based marketing. Apparently, virtuous marketing doesn't come easy. But, as the numerous anecdotes and studies he quotes illustrate, relying on truth in your marketing can pay you back richly with greater customer loyalty, lower costs and other benefits. Virtue, it seems, is not the only reward when it comes to marketing. Mark Henricks is Entrepreneur's Staff Smarts columnist.
