A finely honed image is essential for positioning a company for maximum growth and is a powerful marketing asset. "Marketing Corporate Image" will help your students learn how to get the most impact from an image advertising budget. It includes tips on integrating websites and other media into corporate marketing efforts, and it provides recent case studies and examples of successful image advertising campaigns from well-known companies, including General Electric, GTE, Xerox, and Eastman Kodak.
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Verlagsgruppe
McGraw-Hill Education - Europe
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Maße
Höhe: 236 mm
Breite: 160 mm
Dicke: 24 mm
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ISBN-13
978-0-8442-3307-9 (9780844233079)
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McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
Image: Leading Edge of Corporate Strategy * Establishing Favorable Market Position: Building Public Awareness and Acceptance * Redefining the Corporation: Merger, Takeover, and Other Reasons for Name Change. * 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 * Our Important Reminder: We Are Not Alone
