Truth: The New Rules for Marketing in a Skeptical World
Author: Lynn B Upshaw
Consumers today are better informed, better armed to resist marketers, and more skeptical than ever. With thousands of messages bombarding them every day, buyers just want brands they can believe in from companies they can trust. 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 and learn 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
* seize the lead share of credibility in a hypercompetive marketplace.
A revolutionary book that redefines what it means to market, Truth will show companies how to strengthen and build their businesses in a world filled with would-be buyers who are more inclined to doubt than to buy.
Mark Henricks - Entrepreneur.com
Virtue, it seems, is not the only reward when it comes to marketing.
Publishers Weekly
This refreshing yet flawed call to arms from a veteran business consultant and professor makes the case for integrity. "It is the business in which all marketers must now be engaged," argues Upshaw. Yet while his argument about the need for integrity in an age of information overload, corporate malfeasance and consumer cynicism rings true, his suggestions for assessing and improving corporate integrity fall flat. Upshaw draws decent lessons from the usual "masters of practical integrity," such as Patagonia and Herman Miller: be truthful, let great products speak for themselves, partner with customers and sell value rather than gimmicks. But he does not fulfill his promise to teach companies the practical, daily discipline of operating and marketing on the basis of truth. The middle sags under labored and commonsensical recommendations like "Promote Honestly, Not Just Legally" and "Be the One They Can Count On." Upshaw may also drive readers away with his "integritometer," a scorecard of integrity. Wouldn't the moral compass of any company that turns to such a device be suspect from the start? This would have been a terrific business article, but is greatly diminished by this book-length treatment. (June)
Copyright 2007 Reed Business InformationInteresting book: Bringing Tuscany Home or Crescent City Collection
Developing and Measuring Training the Six Sigma Way: A Business Approach to Training and Development
Author: Edward A Trolley
This important resource translates the popular Six Sigma methodologies, tools, and techniques in a way that is customized specifically for the design, implementation, and measurement of employee development programs. A proven alternative to the Kirkpatrick Model, this new model offers a more effective method for designing and testing the effectiveness of training. Throughout the book, the author presents tools in a user-friendly and understandable format that is tailored for implementation in the development and measurement of employee learning programs. Step-by-step, Developing and Measuring Training the Six Sigma Way walks the reader through the highly effective and proven DMADDI™ process.
Table of Contents:
Figures, Tables, and Exhibits.Foreword, by Edward A. Trolley.
Preface.
Acknowledgments.
Introduction.
PART ONE: THE BACKGROUND.
1 Why ISD Has Difficulty Addressing Business Issues.
What Is ISD?
History of ISD.
ISD Models.
Summary.
2 What Is Six Sigma?
Six Sigma Defined.
The History of Six Sigma.
Six Sigma in the Training World.
Important Six Sigma Concepts.
Six Sigma Models.
The Six Sigma Organization.
Shortcomings of Six Sigma.
Summary.
3 Reasons for a Six Sigma Methodology.
True Return on Investment.
When ISD Is Used as a Development Methodology.
The Solution.
Benefits of a Six Sigma Approach.
Determining Which Six Sigma Model to Use.
Summary.
PART TWO: DMADDI.
4 A DMADDI Overview.
The DMADDI Model.
Evaluation in DMADDI.
Project Organizational Structure.
Summary.
5 Define: What Are the Business Requirements?
Why a Separate Phase for Business Analysis?
Define Step 1: Form a Business Review Team.
Define Step 2: Develop and Validate the Project Charter.
Define Step 3: Complete the Define Tollgate.
DMADDI Tools for Define.
Summary.
6 Measure: What Targets Do We Need to Meet?
The Honeymoon Is Over.
DMADDI Road Map.
Measure Step 1:Identifying Business Requirements.
Measure Step 2: Prioritizing Business Requirements.
Measure Step 3: Translating Business Requirements into Measurable Targets.
It’s All in the Translation.
Measure Step 4: Complete the Measure Tollgate.
Measure Step 5: Transfer Requirements to the Development Team.
DMADDI Tools for Measure.
Summary.
7 Analyze: What Needs to Be Learned?
DMADDI Road Map.
Analyze Step 1: Assembling a Design Team.
Analyze Step 2: Identifying What Needs to Be Learned.
Analyze Step 3: Validating and Prioritizing What Needs to Be Learned.
Analyze Step 4: Complete the Analyze Tollgate.
DMADDI Tools for Analyze.
Summary.
8 Design: How Should We Teach It?
DMADDI Road Map.
Design in ISD.
Design in DMADDI.
Design Step 1: Identify the Learning Platform.
Design Step 2: Convert Objectives into Learning Activities.
Design Step 3: Create a Communication Tool.
Design Step 4: Identify Development Resources.
Design Step 5: Complete the Design Tollgate.
DMADDI Tools for Design.
Summary.
9 Develop: Does Our Prototype Match Our Design?
DMADDI Road Map.
Develop Step 1: Identifying the Factors.
Develop Step 2: Developing Controls.
Develop Step 3: Validating the Outputs of the Develop Phase.
Develop Step 4: Complete the Develop Tollgate.
DMADDI Tools for Develop.
Summary.
10 Implement: Did the Implementation Meet Business and Instructional Requirements?
DMADDI Road Map.
Implement in ISD.
Implement in DMADDI.
A Brief Recap.
What Happens in the Implement Phase.
Implement Step 1: Revisit the Project Requirements.
Implement Step 2: Validate the Perspective of the Stakeholders.
Implement Step 3: Gather and Analyze Project Data.
Implement Step 4: Develop a Reporting Action Plan.
Implement Step 5: Prepare Presentation and Update Storyboard.
Implement Step 6: Complete the Implement Tollgate.
Implement Step 7: Celebrate.
A Final Word.
DMADDI Tools for Implement.
Summary.
11 If Not Us, Who? If Not Now, When?
PART THREE: A DMAIC CASE STUDY.
12 E-Learning the Six Sigma Way.
The Background.
The Organizational Structure.
What’s Important? The Define Phase.
How Are We Doing? The Measure Phase.
What’s Wrong? The Analyze Phase.
What Do We Need to Do? The Improve Phase.
How Do We Guarantee Performance? The Control Phase.
A Final Thought.
References.
Index.
About the Author.
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