Research Catalog

Image marketing : using public perceptions to attain business objectives

Title
Image marketing : using public perceptions to attain business objectives / Joe Marconi.
Author
Marconi, Joe.
Publication
Lincolnwood, Ill., USA : NTC Business Books ; Chicago, Ill. : American Maeketing Association, [1996], ©1996.

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Description
xviii, 232 pages : illustrations; 24 cm
Summary
  • In an era of instant celebrity and instant notoriety Image Marketing - managing styles and perceptions to match the demands of your public - has never been more important to business success.
  • Or more difficult. In this fascinating and useful book Joe Marconi gives hands-on, in-the-trenches analyses of some companies and professions that have done things right - and some that haven't. Even more important, he provides practical guidance you can use to apply the principles of Image Marketing to your business objectives.
  • A successful public image is more than a smiling face in an ad or the claim that you're the biggest or the best. It's a matter of ensuring that people think of you and managing how they think of you. It's a matter of Image Marketing, and this book provides all the step-by-step guidance you'll need to create and market an image that will use public perceptions to build awareness, increase market share, and attain your business objectives.
Subject
  • Corporate image
  • Advocacy advertising
  • Public relations
  • Mass media and business
Bibliography (note)
  • Includes bibliographical references (p. 217-219) and index.
Contents
Ch. 1. The Rules: Perception vs. Reality -- Ch. 2. The Tools: What People Think of You vs. How People Think of You -- Ch. 3. The Market Climate and the Halo Effect -- Ch. 4. The Ups and Downs of Endorsements and Sponsorships -- Ch. 5. Seriously Not Taking Yourself Too Seriously -- Ch. 6. The Media and the Budget: What Should Image Marketing Cost? -- Ch. 7. When the Product Is Bigger than a Breadbox -- Ch. 8. The Negative Option -- Ch. 9. The Image Marketing Casebook -- Ch. 10. A Crash Course in Image Marketing.
ISBN
0844235040 (alk. paper)
LCCN
95046960
OCLC
ocm33664810
Owning Institutions
Columbia University Libraries