When it comes to the most effective marketing, it's t a company's slick package or sexy message that will ultimately win customers. The real truth is that a company's success lies in its ability to convey its integrity. 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 in marketing through sincerity and likeability.
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.