This is a revolutionary book that redefines how we market. Considering integrity as an absolute must for achieving marketing goals, it provides practical business-building approach. Using real-world examples from companies like Patagonia, Infosys, Kiehl’s, Ikea and Trader Joe’s who have succeeded in business by letting their quality products speak for themselves and selling value rather than gimmicks–the book shows how companies can: Promote not just legally, but more persuasively and honestly. • Be the company consumers can count on. • Replace pricing strategy with a more convincing value promise. • Gain a competitive edge in a hyper-competitive marketplace by avoiding the top five “credibility killers.” • Achieve greater returns through integrity in marketing. “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 Kellog School of Management, Northwestern University

[Source: Prentice Hall India]