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Acknowledgments ix
Introduction 1
The Credibility of the Commons and the Core Credibility Drivers 13
The Consumer's the Boss: Today's New Consumer-Generated World 40
Measuring CGM 62
Not All Marketers Are Liars: Marketing and Advertising with Credibility 89
Postcards from the Welcome Mat: Credibility and Your Web Site 106
This Company May Be Monitored for Quality Purposes: Credibility in Your Product 122
No Place to Hide: Credibility and the CEO 133
The Neglected Stepchild: Consumer Affairs 149
When Your Company Is Googled: Troubleshooting 162
Epilogue 183
Notes 187
Index 188
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