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Corporate Image Management: A Marketing Discipline for the 21st Century

Autor Steven Howard
en Limba Engleză Paperback – 30 sep 1999
Corporate Image Management is a comprehensive, practical introduction to one of the most potent marketing and management tools available for the use of senior executives. Progressive corporate leaders will want to use this new discipline to drive their organizations in today's increasingly competitive markets.

The corporate image communicates the organization's mission, the professionalism of its leadership, the calibre of its employees, and its roles within the marketing environment or political landscape. Historically, thinking and writing about the subject has come from the area of graphic design. This approach no longer suits the global, dynamic, cross-border and cross-cultural world in which many of today's businesses and organizations compete.

Corporate Image Management describes the discipline which will be a key to successful marketing well into the next century.

Steven Howard, who has over 18 years' senior marketing experience in the Asia/Pacific region, illustrates the concept of corporate image management with case stories from Singapore Airlines, MasterCard International, Amazon.com, the National Basketball Association, Britain's Royal Family, and many others.

Treats corporate image correctly as a marketing discipline, not a design issue
Corporate image is a critical component of relationship excellence
Can be used for implementing strategic change within any organization
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Specificații

ISBN-13: 9780750645942
ISBN-10: 0750645946
Pagini: 224
Dimensiuni: 159 x 228 x 13 mm
Greutate: 0.36 kg
Editura: BUTTERWORTH HEINEMANN

Public țintă

Company executives

Cuprins

Corporate image management in a rapidly changing world; Corporate image management as a catalyst for change; The value of a good corporate image; Making the corporate image management program succeed; Corporate image management and its impact on the marketing process; Corporate image management as a marketing discipline; Corporate image as a strategic weapon; Managing and marketing the corporate image; The image management development process; The corporate identity system; Implementing a new corporate image system; The importance of the corporate image on your communications and audiences; Making the corporate image management program succeed (worth repeating); Can you manage change?; The value of outside resources.