vii, 279 pages : illustrations ; 24 cm
Formatted Contents Note
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.
Bibliography, etc. Note
Includes bibliographical references (pages 271-272) and index.