Marketing Corporate Image: The Company as Your Number One Product - Tapa dura

Influence consumer choices, build brands, pre-sell new products or services, and add value to your company in the minds of customers and investors -- simply by treating company image as your number one product. Based on exclusive interviews with successful image-makers, this book skillfully analyzes the advertising strategies of top corporations like General Electric and GTE. Also explores the concept of "advocacy advertising" -- campaigns that ally the company with political, social, or environmental issues that affect its markets. You'll discover how to: -- Use image advertising to support your products-- Change outdated images-- Control crises-- Establish a unified public identity in the wake of mergers, takeovers, and other dramatic corporate changes