Marketing corporate image: the company as your number one product
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lincolnwood, Ill.
NTC Business Books
1991
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 254 S. Ill. |
| ISBN: | 0844232823 |
Internformat
MARC
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| 264 | 1 | |a Lincolnwood, Ill. |b NTC Business Books |c 1991 | |
| 300 | |a XVIII, 254 S. |b Ill. | ||
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Datensatz im Suchindex
| _version_ | 1804120595667877888 |
|---|---|
| adam_text | Contents
Foreword ix
Preface xiii
Introduction xv
Acknowledgments xvii
Chapter 1 Image: The Leading Edge of Corporate Strategy 1
Perception Is Reality 2
Image Advertising as the Least Understood Marketing Tool 2
A Burgeoning Business 3
vi ¦ Contents
The Mission of Image Advertising 4
Three Basic Ingredients for Success 5
Establish Your Direction or Focus 5
Creativity and Consistency 12
Citibank: Meeting a Changing Market 16
Six Guides to Success 22
Chapter 2 Establishing Favorable Market Position:
Build Public Awareness and Acceptance 25
Chemical Bank Seeks Unique Personality 26
The Wausau Story 31
The Qualities of Corporate Character 38
Under the Travelers Red Umbrella 39
Promoting a Vibrant Atmosphere 41
Always Start with Research 47
Morgan s Strong but Brief Beginning 48
Westinghouse: The Best Unknown Company in America 54
The Corporate Advertiser Has the Advantage 57
Chapter 3 Redefining the Corporation: Merger,
Takeover, and Other Reasons for Name Change 59
Image in Corporate Takeovers 60
Image vs. Identity 60
Linking Two Great Companies 62
No One Knew CSX from XYZ 70
GTE: Another Confused Identity 71
Many Reasons for Changing Identity 76
Bristol Myers Squibb Company: The Standard of Quality 89
When Identity Does Not Change after Acquisition 91
Chapter 4 Pre Selling Target Markets:
Image and Brand—the Dynamic Duo 95
Sell the Sizzle 96
IBM: Two Campaigns in One 1Q1
Contents ¦ vii
When It s a Long Time Between Purchases 105
Amoco Chemical: Reaching the New People 109
International Paper Company:
Send Me a Man Who Reads! 110
The Inseparable Duo 122
Northwestern Mutual: The Quiet Company 122
The Eaton Corporation Image Campaign 123
Setting the Stage for Product Advertising 133
Chapter 5 Impacting the Financial Community:
Changing Investor Expectations 135
Three Ways Image Impacts Valuation 136
Success Depends upon Four Factors 137
Determine Mission and Targets 138
How CSX Showcased Its Strength and Potential 139
Print Media: A Cost Effective Road to Familiarity 141
When Perceptions Can t Keep Pace with Realities 142
How United Technologies Built Their Image 145
Missions May Change, but the Importance of Image Goes On 150
Chapter 6 Advocacy Advertising:
Presenting the Company s Position on Key Issues 151
What Is Advocacy Advertising? 152
Peace on Earth, Screaming, and John Wayne 152
Two Outstanding Campaigns from W.R. Grace Co. 153
When the Media Says No 159
First Amendment Implications 159
Mobil: Why Do We Buy This Space? 162
How Do You Choose Your Issue? 166
Chapter 7 Managing A Crisis:
Frontline Defense When the World Falls Apart 171
An Investment in the Future 172
When Reality and Perception Clash 173
viii ¦ Contents
When—and Where—You Least Expect It 175
The Best Crisis System Needs Backup of Positive Image 178
Six Key Steps to Crisis Management 179
Chapter 8 Retaining Quality Employees:
Using Image to Recruit and Keep the Best 183
Tell Your Employees—They 11 Tell Their Communities 184
An Organization s Primary Target 185
Let Your Image Do Your Recruiting 188
Employees Are Always a Target 196
Chapter 9 One Important Reminder: We Are Not Alone 197
Seven Missions of Image Advertising 197
Six Guidelines for a Successful Image Campaign 198
Integrate Social Concerns with Economic Issues 200
Meet the Competition Head On 203
Corporate Image and the National Image 206
Reinvent the American Experience 207
Appendix A GE— We Bring Good Things to Life 215
Appendix B Xerox— Putting It Together 233
Appendix C National CEO Survey—
Attitudes on Corporate Advertising 241
Appendix D Corporate Identification Checklist 245
Index 249
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| indexdate | 2024-07-09T16:44:35Z |
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| isbn | 0844232823 |
| language | English |
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| spelling | Gregory, James R. Verfasser aut Marketing corporate image the company as your number one product James R. Gregory with Jack G. Wiechmann Lincolnwood, Ill. NTC Business Books 1991 XVIII, 254 S. Ill. txt rdacontent n rdamedia nc rdacarrier Corporate image Image (DE-588)4026574-2 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Unternehmen (DE-588)4061963-1 s Image (DE-588)4026574-2 s DE-604 Wiechmann, Jack G. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=004017090&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gregory, James R. Wiechmann, Jack G. Marketing corporate image the company as your number one product Corporate image Image (DE-588)4026574-2 gnd Unternehmen (DE-588)4061963-1 gnd |
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| title | Marketing corporate image the company as your number one product |
| title_auth | Marketing corporate image the company as your number one product |
| title_exact_search | Marketing corporate image the company as your number one product |
| title_full | Marketing corporate image the company as your number one product James R. Gregory with Jack G. Wiechmann |
| title_fullStr | Marketing corporate image the company as your number one product James R. Gregory with Jack G. Wiechmann |
| title_full_unstemmed | Marketing corporate image the company as your number one product James R. Gregory with Jack G. Wiechmann |
| title_short | Marketing corporate image |
| title_sort | marketing corporate image the company as your number one product |
| title_sub | the company as your number one product |
| topic | Corporate image Image (DE-588)4026574-2 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Corporate image Image Unternehmen |
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