Integrity in Marketing is not Optional
Posted on July 31st, 2007 by stevecas
Why Truth and Credibility Must Necessarily Guide Marketing Strategy in an Era of Informed Skepticism
By Lynn Upshaw
Published: July 30, 2007
While marketers grapple with the usual challenges — competition, accountability, wrangling new technologies — perhaps they should be more concerned with a far more powerful phenomenon: informed skepticism. In a world where buyers are continuously in touch with other buyers and claims are publicly deconstructed by anyone and everyone, marketers’ toughest job may be to simply convince buyers that they speak the truth. In such a world, marketing integrity is not just a virtue; it is a driver of choice.
This is a very thought provoking article and you can read the full article here
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