Marketing corporate image : the company as your number one product /

Gregory, James R.

Marketing corporate image : the company as your number one product / James R. Gregory and Jack G. Wiechmann - Second edition - Illinois : NTC Business Books, c1998 - xiii, 274 pages : illustrations ; 25 cm

Includes index.

Image : leading edge of corporate strategy -- Establishing favorable market position : building public awareness and acceptance -- Preselling target markets : image and brand - the inseparable duo -- Impacting the financial community : changing investor expectations -- Advocacy advertising : presenting the company's position on key issues -- Managing a crisis : frontline defense when the world falls apart -- Retaining quality employees : using image to recruit and keep the best -- One important reminder : we are not alone

The subject of this book is the use of image programs - corporate advertising in particular but not exclusively - to help enhance corporate reputation.

844233072


CORPORATE IMAGE

HD 59.2 .G74 1998