This book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. It demonstrates that claim-evidence relations in marketing are extremely complex, comprising factual, symbolic and context claims. Using a wide selection of engaging global examples and cases, this book sets out the issues - the problem of truth in marketing, a theory of truth in marketing, and the wider significance of marketing truth for society. This engaging book is a provocative read for all scholars and educators in marketing, marketing/business ethics and CSR.