TY  - BOOK
AU  - Gregory, James R.
AU  - Wiechmann, Jack G.
TI  - Marketing corporate image: the company as your number one product 
SN  - 844233072
AV  - HD 59.2 .G74 1998 
PY  - 1998///
CY  - Illinois
PB  - NTC Business Books
KW  - CORPORATE IMAGE
N1  - 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
N2  - The subject of this book is the use of image programs - corporate advertising in particular but not exclusively - to help enhance corporate reputation
ER  -