Enhanced descriptions from Syndetics:

What Do Your Customers Think About Your Company? (And Are They Right?)

A company's image is perhaps its most powerful marketing asset. On the cutting edge of corporate strategy, image is essential for positioning a company for maximum growth. When finely honed and used correctly, corporate "image" can influence consumer choices, build brands, pre-sell products and services, and add value to a company in the minds of its public. Image is, after all, about perception, i.e. how your customers think and feel about your company. And what your customers think about your company deeply influences how they respond to your efforts in the marketplace.

In "Marketing Corporate Image, advertising pro Jim Gregory details how any company--large or small--can best utilize image advertising. From how to articulate your corporate mission to selecting the best media to reach your target audience, from critiquing the effectiveness of your advertising materials to determining the consistency of your image advertising campaign, Jim Gregory offers a comprehensive approach to maximizing the effectiveness of the powerful marketing tool. Plus, this new edition includes tips on integrating web sites and other new media into your corporate marketing efforts, as well as all new case studies and examples of successful image advertising campaigns executed by some of the most well-known companies in the world including General Electric, GTE, Xerox and Eastman Kodak. "Marketing Corporate Image, second edition, is a must-have for any professional who's concerned with effectively relaying the uniqueness of a company to its principal audience.

Advertising pros Jim Gregory and Jack Wiechmann reveal the secrets tosuccessfully marketing "image" as your company's number one product in this completely revised second edition of "Marketing Corporate Image.

Praise for the Original Edition of "Marketing Corporate Image:

"Jim Gregory's b

Table of contents provided by Syndetics

• 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