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…mehr
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.
Upshaw, Lynn 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.
Inhaltsangabe
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
