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Truth: The New Rules for Marketing in a Skeptical World

Lynn B. Upshaw

Retail Price: $24.95
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Format: Hardcover, 272pp.
ISBN: 9780814473764
Publisher: AMACOM
Pub. Date: May 1, 2007

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Description and Reviews
From The Publisher:

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.


"In a world where consumers trust their peers over any other source of information and corporations have become the bad guys, Lynn Upshaw has written an important book with fundamental marketing truths and a helpful approach for businesses seeking customer loyalty."
—Becky Saeger, Executive Vice President, Chief Marketing Officer, Charles Schwab & Co

"In Truth, Lynn Upshaw shows how to systematically integrate practical integrity into marketing practices to achieve the trust and respect that can link right to a company's bottom line."
—David A. Aaker, vice-chairman of Prophet and author of Brand Portfolio Strategy

"This is a great read and a compelling argument for putting integrity first in today's multi-tasking, attention-deficient world. No matter what, people will always appreciate Truth."
—Thomas R. Miller, Executive Vice President--Marketing, City National Bank

This book is really dynamite! With Truth, Lynn Upshaw shows how you can get ahead in marketing by taking the high road. As timely as can be, it provides all the right tools, tips and examples to productively place integrity, credibility and trust at the center of your marketing plans."
—Kevin Lane Keller. E.B. Osborn Professor of Marketing Tuck School of Business at Dartmouth

In all my writings about marketing, there has been one theme: Honest Companies Win." Lynn Upshaw provides the blueprint for winning marketing performance in an age of transparency."
—Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing Marketing Department, Kellogg School of Management, Northwestern University

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About the Author

Lynn Upshaw is a widely recognized authority on strategic marketing, and a highly successful marketing management consultant. His clients have included many leading corporations, as well as mid-sized companies, start-ups, and associations. He is also an award-winning member of the MBA faculty at the Haas School of Business, University of California at Berkeley. Lynn is the author of two previous, highly respected books on marketing strategy, as well as numerous articles. He has conducted marketing workshops and keynoted conferences throughout the world. He can be reached at upshaw@upshawmarketing.com

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