Truth new rules for marketing in a skeptical world /

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书目详细资料
主要作者: Upshaw, Lynn B., 1947-
企业作者: ebrary, Inc
格式: 电子 电子书
语言:英语
出版: New York : AMACOM, c2007.
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在线阅读:An electronic book accessible through the World Wide Web; click to view
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书本目录:
  • Convincing the unconvinced : practical integrity and a better way to market
  • Practical integrity works : five companies with something to teach us all
  • Be the one they can count on : build equitable partnerships, fused with integrity
  • My product, my self : that's not a product you're marketing, that's your word
  • Win the credibility race (and it is a race) : grab the leadership share of what customers believe in
  • Promote honestly, not just legally : no weasels allowed
  • Be there when they want you there : in their mind, not in their face
  • Putting trust back into value : it's worth more if they trust you more
  • Integrity team building : convince your people and they will convince the world
  • Benchmark against a new ROMI : achieving return on market integrity
  • Preparing for a better way to market : integrity planning and training
  • A final thought.