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Tuesday, Sep. 6, 2005 at 1:01 pm

I-N-T-E-G-R-I-T-Y In Marketing?

By Jeffrey Eisenberg
September 6th, 2005

Customers, B2C and B2B, are demanding more transparency and accountability. If you want to understand why companies are not always forthcoming; it may have to do with what is truly in their heart. I’m sure there are exceptions and some companies simply don’t understand what the needs of their customers are or how opaque they seem to customers. Nevertheless, how can customers understand the brand or the core values of companies that don’t truly have any?

The fish always stinks from the head down!

The latest Fast Track Leadership survey by IMD MBA and Egon Zehnder International finds many feel those qualities are in short supply in the executive suite. While 95 percent believe a CEOs ethical behavior plays a meaningful role in business, only 28 percent say CEOs have integrity. You can read more about it the September 2005 edition of Fast Company – Integrity Matters".

How do you get companies’ marketing to stand for something when their CEO can only spell I-N-T-E-G-R-I-T-Y ?

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Jeffrey Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark. You can friend him on Facebook.

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