Corporate Image Management: A Marketing Discipline for the 21st Century [Paperback]

Steven Howard (Author)

Book Description

ISBN-10: 0750645946 | ISBN-13: 978-0750645942 | Publication Date: October 27, 1999

Corporate Image Management is a comprehensive, practical introduction to one of the most potent marketing and management tools available for the use of senior executives. Progressive corporate leaders will want to use this new discipline to drive their organizations in today's increasingly competitive markets.

The corporate image communicates the organization's mission, the professionalism of its leadership, the calibre of its employees, and its roles within the marketing environment or political landscape. Historically, thinking and writing about the subject has come from the area of graphic design. This approach no longer suits the global, dynamic, cross-border and cross-cultural world in which many of today's businesses and organizations compete.

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

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.

Treats corporate image correctly as a marketing discipline, not a design issue
Corporate image is a critical component of relationship excellence
Can be used for implementing strategic change within any organization

Product Details

• Paperback: 224 pages
• Publisher: Butterworth-Heinemann (October 27, 1999)
• Language: English
• ISBN-10: 0750645946
• ISBN-13: 978-0750645942
• Product Dimensions: 9 x 6.3 x 0.5 inches
• Shipping Weight: 12.8 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #7,767,182 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars Excellent! A 'how to' approach to the new paradigm, September 7, 1999

By 

Pad de Braye "www.team-me.biz" (London UK) - See all my reviews

This review is from: Corporate Image Management: A Marketing Discipline for the 21st Century (Paperback)

The new paradigm being promoted by Howard (and an increasing number of others in the field) is the view of Corporate Image as a completely integrated discipline - reaching far beyond the traditional (logo/font/colours/packaging etc) design approach. It's summed up in the quote, 'if it touches the consumer it's a Corporate Image issue'.

The book goes on to provide, along with a host of case studies and examples, practical steps to performing everything from an initial audit to executing a full Corporate Image program. Includes check-lists, best-practice suggestions, and some serious points on change management that must also be heeded if any such programme is to succeed!

I'll use this book for years to come as a reference and guide.

3 of 3 people found the following review helpful:

5.0 out of 5 stars An approach for competitive distinction, March 2, 2000

By 

Guillermo montoya (Guatemala) - See all my reviews

This review is from: Corporate Image Management: A Marketing Discipline for the 21st Century (Paperback)

One of the most interesting book i have read about the importance of corporate identity. It is absolutely important to know how to build a good identity and how to communicate the same to the client.

I'm 100% accurate that in the next years to come, identity, image, communication will be the most important assets in guatemalan companies.

2 of 2 people found the following review helpful:

5.0 out of 5 stars It is a unique book in the subject of corporate image., May 15, 1999

By 

Ebru Guzelcik ([e-mail]) (Istanbul,Turkey) - See all my reviews

This review is from: Corporate Image Management: A Marketing Discipline for the 21st Century (Paperback)

I have read the book three times. It was very useful for my doctorate thesis. It brings a new approach to the corporate image subject. It supports the idea that corporate image is not just a graphic design, it is also a marketing and a management discipline. For this reason it is not enough to design corporate image, it also has to be managed.This is a new idea that nobody thought it before. I also like the new idea that with this new approach corporate image has some functions as being a catalyst for change, as a filters in the communication process and as being 5.P of marketing mix. By having a new ideas about this subject, it is a unique book in the subject of corporate image. This book is also very useful for companys which want to take an advantage in the global world by building an efficient corporate image. Lastly, the book contains new ideas and new approaches about corporate image. And whoever interested in this subject, he should read this book. Ireally recommend it.