Marketing corporate image: the company as your number one product

Abstract

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

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