DEVELOPING YOUR COMPANY IMAGE INTO A CORPORATE ASSET

Authors
DOWLING GR
Citation
Gr. Dowling, DEVELOPING YOUR COMPANY IMAGE INTO A CORPORATE ASSET, Long range planning, 26(2), 1993, pp. 101-109
Citations number
33
Categorie Soggetti
Management,"Planning & Development",Business
Journal title
Long range planning → ACNP
ISSN journal
00246301
Volume
26
Issue
2
Year of publication
1993
Pages
101 - 109
Database
ISI
SICI code
0024-6301(1993)26:2<101:DYCIIA>2.0.ZU;2-Y
Abstract
Many of the world's most successful companies invest in their corporat e images. This article argues that to develop fully the corporation's image as a valuable marketing asset, managers must co-ordinate the com pany's vision, marketing communications, corporate strategy, organizat ional design and culture. CEOs can play a crucial role in designing th e image the company wishes to project