By Lynn Upshaw
(279 pages, AMACOM Books, New York)
Consumers and B2B buyers today are better informed, better armed to resist marketers, and more skeptical than ever about businesses behaving badly. With thousands of messages bombarding them every day, buyers are demanding brands they can believe in from companies they can believe.
In Truth, Lynn Upshaw offers marketers a systematized approach for building customer loyalty, stakeholder credibility, and a more motivated workforce in this doubt-driven era. Using thoroughly researched, real-world examples and engaging stories, he shows companies how they can capitalize on a new kind of competitive advantage through practical applications that enable them to build businesses with integrity, not in spite of it.
Critical praise for Lynn Upshaw’s Truth:
“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 Department Kellogg School of Management, Northwestern University
“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 strong customer loyalty.”
— Becky Saeger, Executive Vice President, Chief Marketing Officer, Charles Schwab & Co.
“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 Keller, E.B. Osborn Professor of Marketing Tuck School of Business, Dartmouth College; and Author of Strategic Brand Management
“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 the book, Truth.”
–Thomas Miller, Executive Vice President, Marketing, City National Bank
“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, Prophet, and author of Brand Portfolio Strategy