DEVELOPING YOUR COMPANY IMAGE INTO A CORPORATE ASSET

被引:113
作者
DOWLING, GR
机构
[1] Australian Graduate School of Management, University of New South Wales
关键词
D O I
10.1016/0024-6301(93)90141-2
中图分类号
F [经济];
学科分类号
02 ;
摘要
Many of the world's most successful companies invest in their corporate images. This article argues that to develop fully the corporation's image as a valuable marketing asset, managers must co-ordinate the company's vision, marketing communications, corporate strategy, organizational design and culture. CEOs can play a crucial role in designing the image the company wishes to project
引用
收藏
页码:101 / 109
页数:9
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