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Corporate Image Management

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A marketing discipline for the 21st Century

Every organization has a corporate image, whether it wants one or not. When properly designed and managed, the corporate image will accurately reflect the level of the organization's commitment to quality, excellence and relationships with its various constituents - including current and potential customers, employees and future staff, competitors, partners, governing bodies, and the general public at large.

Corporate image management is a critical concern for every organization, one deserving the same attention and commitment by senior management as any other vital issue. This is perhaps even truer for new and medium-sized businesses that must grapple for customer attention and the recruitment of financial and human resources without the aid of large communications budgets.

Corporate Image Management describes the discipline which will be the key to successful marketing well into the next century.

Everything an organisation does, and does not do, affects the perception of that organisation and its performance, products, and services. These perceptions affect its ability to recruit the financial resources, people and partnerships it needs to attain its goals and objectives. This premise has two predominant concerns for companies entering the 21st Century:

an understanding that the corporate image is a major strategic concern that can have a direct impact on the level of success the organisation achieves through its other marketing and management efforts, and
an understanding that a coherent corporate image needs to be integrated into the organisation at all levels.

Steven Howard's

Corporate image management focuses on the very heart and soul of the organisation, even to the extent of evaluating why the organisation exists and determining the organisation's key purposes. It represents one of the highest levels of functional control of the organisation.

For more information please visit
The Corporate Image Management

Steven Howard, who has over 18 years' senior marketing experience in the Asia/Pacific region, illustrates the concept of corporate image management with case stories from Singapore Airlines, MasterCard International, Amazon.com, the National Basketball Association, Britain's Royal Family, and many others.

The 17 Costly Marketing Mistakes

I once heard a speaker compare those who engage in marketing as "feeling happy like a dog with its head outside the car window, ears flapping, eyes glazed, and no idea of where he's going."
While I am undoubtedly as proud of my profession as you are of yours, there is one significant difference between marketing professionals and most other professionals -very many of you and other small business owners think it is easy to do what marketing professionals do.

Continue Reading The 17 Costly Marketing Mistakes

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Corporate Image Management integrates the corporate culture with the process of managing

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kimsamui Aug 18, 2010 @ 10:18 pm | delete

I love the book!

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SGwebdesigns Mar 13, 2010 @ 1:52 pm | delete

It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.

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robertmcleary Mar 10, 2010 @ 7:43 pm | delete

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Corporate Image Management

A marketing discipline for the 21st Century

Steven Howard's

The 17 Costly Marketing Mistakes

YouTube

Blog Posts from Google

Featured Lenses

Donations

Your Feedback is well taken

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