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Author: Lynn B. Upshaw
Publisher: AMACOM/American Management Association
ISBN: 9780814400890
Category : Business & Economics
Languages : en
Pages : 300
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Book Description
Brands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, consumers lack trust in the mainstream media channels and the specifics of product claims. Truth is a timely and seminal book that gives marketers the tools they need to win over today's wary consumers.; The author is a renowned marketing consultant with major companies on his client roster. He has written articles for numerous publications including Brandweek, Advertising Age, and the Journal of Brand Management. He shows readers how 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; and seize the lead share of credibility in a hypercompetive marketplace.
Author: Lynn B. Upshaw
Publisher: AMACOM/American Management Association
ISBN: 9780814400890
Category : Business & Economics
Languages : en
Pages : 300
Get Book Here
Book Description
Brands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, consumers lack trust in the mainstream media channels and the specifics of product claims. Truth is a timely and seminal book that gives marketers the tools they need to win over today's wary consumers.; The author is a renowned marketing consultant with major companies on his client roster. He has written articles for numerous publications including Brandweek, Advertising Age, and the Journal of Brand Management. He shows readers how 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; and seize the lead share of credibility in a hypercompetive marketplace.
Author: Sue Unerman
Publisher: BenBella Books
ISBN: 1936661462
Category : Business & Economics
Languages : en
Pages : 258
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Book Description
Truth is a powerful marketing tool—and really the only way to promote a message and brand effectively. Truth in advertising has long been something to ignore, or at least downplay. The role of advertising has been to position and manipulate brands to convince consumers that they're imbued with qualities they don't necessarily possess, or presume to tell them which ones matter. It worked when the brand's voice was the only voice, but with the rise of social media that era is over. Marketers have focused their messages on entertainment, creating funny or engaging campaigns that win awards but don't always sell products. Consumers determine what's true, and smart companies have realized that every communications medium can and will be used to contribute to those conclusions. In Tell the Truth, Jonathan Baskin and Sue Unerman look at the content and context of marketing communications. They provide the research of hundreds of companies and in-depth case studies on more than 50 global brands to show us that truthful brands deliver sales, profits, and sustainable relationships. Truth truly yields true competitive advantage.
Author: Thomas Anker
Publisher: Routledge
ISBN: 1317535065
Category : Business & Economics
Languages : en
Pages : 142
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Book Description
Can we believe the claims that marketers make? Does truth in marketing matter? Apparently not... Despite the role of regulators, marketing claims are often ruled to be misleading, deceptive or incomplete. Surprisingly, scholars of marketing ethics have devoted little time to this key issue. This may be because although key codes of marketing conduct insist on truthful communications, there is only limited understanding of what truthfulness itself actually entails. This innovative book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. Focusing on the problem of truth in marketing, it analyses the theory of truth in marketing, and examines the wider significance of marketing truth for society. Using a wide selection of engaging global examples and cases to illustrate this fascinating analysis, this engaging book will provide a provocative read for all scholars and educators in marketing, marketing/business ethics and CSR.
Author: Jon Steel
Publisher: John Wiley & Sons
ISBN:
Category : Business & Economics
Languages : en
Pages : 330
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Book Description
Account planning is a discipline that combines aspects of four traditionally separate areas of advertising and marketing. This text aims to demonstrate how to use account planning to win clients and produce better, more effective advertising. It also shows the role account planning played in producing celebrated advertising campaigns.
Author: Shelby D. Hunt
Publisher: Taylor & Francis
ISBN: 131529088X
Category : Business & Economics
Languages : en
Pages : 360
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Book Description
In this book distinguished theorist and author Shelby D. Hunt analyzes the major controversies in the "philosophy debates" raging throughout the field of marketing. Using an historical approach, Hunt argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory. He also shows how the pursuit of truth and objectivity in marketing research are both possible and desirable. Specific controversies analyzed in the book include: Does positivism dominate marketing research? Does positivism imply quantitive methods? Is relativism an appropriate foundation for marketing research? Does relativism imply pluralism, tolerance, and openness? Should marketing pursue the goal of objective research? An ideal companion to Hunt's classic text, Foundations of Marketing Theory, this volume will be equally useful on its own in any graduate level course on marketing theory.
Author: Barbara Allen
Publisher: Rowman & Littlefield
ISBN: 1498531601
Category : Business & Economics
Languages : en
Pages : 475
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Book Description
Focusing on the U.S. 2008 general elections, this study shows the links between inaccurate political ad claims and negativity, sound and visual distortions that influence voter cognition, and voter knowledge and behavior. Knowing less and voting more appears to be the troubling news in an age of post-factual democracies.
Author: Dadwal, Sumesh Singh
Publisher: IGI Global
ISBN: 1799801330
Category : Business & Economics
Languages : en
Pages : 532
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Book Description
Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.
Author: John O'Brien
Publisher: Kogan Page Publishers
ISBN: 1398600172
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do and made 'purpose washing' commonplace. Identify the challenges and opportunities in the age of purpose and learn how to create authentic messaging, activate successful campaigns and asses the value that these have for key audiences. Purpose has become a leadership and managerial imperative for businesses large and small, non-profit organizations and charities. However, many businesses don't know how to clearly execute this, and the marketing and PR function of many companies struggle disproportionately as a result. This had led to an increase in cynicism and the growth of 'purpose washing'. However, when purpose is created with an authentic culture, the opportunity for building brand reputation and positive customer engagement is significant. Truth Be Told will help readers understand exactly how to achieve this and present the core truths of their company or organization, to drive clear, authentic purpose powered communication.
Author: Sean Pillot de Chenecey
Publisher: Kogan Page Publishers
ISBN: 0749482826
Category : Business & Economics
Languages : en
Pages : 305
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Book Description
FINALIST - Business Book Awards 2019 - Embracing Change Category Brands are built on trust, but in a post-truth world they're faced with a serious challenge: so much of modern life is defined by mistrust. A shattering of the vital trust connection between brands and consumers, together with the evaporation of authenticity as a core brand pillar, is causing enormous problems for businesses on a global scale. If a brand isn't seen as trustworthy, then when choice is available it will be rejected in favour of one that is. The Post-Truth Business provides a way forward for any organization wishing to rebuild brand authenticity in a distrustful world. It explains the interconnected problems facing businesses, with important topics including: - The impact of fake news, disinformation and the weaponizing of lies - The safeguarding of privacy, alongside privacy as a tradable asset - Why and how brands must create communication with meaning - The dangers of inauthentic cultural marketing activities - Examples of conscious capitalism and brand activism - Lessons in authenticity from artisans and innovators - National branding and reputation capital - Leveraging the power of 'brand trust' The Post-Truth Business shows how to strengthen consumer engagement by closing the 'brand credibility gap'. It's packed with examples of inspiring people, brands and international campaigns from the fashion, beauty, outdoor, motor, drinks, finance, media, technology, entertainment and health sectors. Each of them demonstrates a dynamic and positive way forward.
Author: Paul Cash
Publisher: Practical Inspiration Publishing
ISBN: 1788602501
Category : Business & Economics
Languages : en
Pages : 172
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Book Description
If you want to move products, you need to move people. And if you want to move people, you need to move minds. This is what modern B2B marketing is all about. It’s time to wake up to the power of branding, purpose, stories, emotion, people and culture to drive growth. There is something incredibly exciting happening in B2B land. Freed from a narrow focus on performance marketing, brands are becoming more interesting and more relevant. This book brings together the latest thinking on humanized B2B marketing, to help leaders and their businesses grow, dominate their categories, and become meaningful in today’s demanding world. PAUL CASH is a creative entrepreneur and storyteller on a personal mission to humanize B2B marketing. Recognized as one of the Top 20 most influential B2B marketers, he is the founder of Rooster Punk, the go-to agency for B2B storytelling. JAMES TREZONA is a strategist, marketeer and MD of Rooster Punk. He uses the power of storytelling to empower businesses to reap the rewards of putting purpose at the heart of their business.
