Image Marketing: Using Public Perceptions to Attain Business Objectives [Illustrated] [Hardcover]

Joe Marconi (Author)

Book Description

Publication Date: January 11, 1996

This text provides all the step-by-step guidance needed to create and market an image that will use public perceptions to build awareness, increase market share and attain business objectives.

Editorial Reviews

From the Back Cover

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.

In addition to more than a dozen handy checklists and guideposts to managing your public image more effectively, this insightful handbook includes:

• The "rules" of managing perceptions--step-by-step guidelines for creating, maintaining and changing perceptions in your marketplace.
• The "tools" of managing perceptions--finding the best avenues to your audience; developing the most powerful messages; and evaluating the effectiveness of those messages.
• Pointers for reading and timing your market for maximum impact.
• Step-by-step guidance for developing sensible budgets.
• Easy-to-use tips for matching the medium with your message.
• The Image Marketing Casebook--a dozen case studies showing how leading companies have managed their images.

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.

Industry Leaders Welcome Joe Marconi's Image Marketing

"Image Marketing explains in a no-nonsense way the secrets of manipulating perception in marketing. Sections on the "rules and tools" of image-making add up to an invaluable checklist for anybody who wants to delve into this discipline. This is another winning effort from Joe Marconi, the master of marketing pragmatism." -- Joe Cappo Publishing Director Advertising Age International

"Image Marketing should be on the top of every marketer's reading list. Its fast-paced approach is a useful blend of practical advice and strategic insight." -- Ronald G. Burke President and CEO Bank Administration Institute (BAI)

"Joe Marconi's Image Marketing is a highly readable book, providing a step-by-step, issue-by-issue discussion of building and leveraging customer goodwill. By including case studies, his image-building principles and practices are given concrete, real-life dimensions." -- Stephen Kerns President Kerns Communications

"Today's consumers must have confidence in both the products they buy and the companies behind those products. I have long contended that perceptions of the maker exert a critical influence on purchasing decisions. In Image Marketing, Joe Marconi leads marketers through the interrelated whys and hows they need to know to achieve success in today's image-driven marketplace." --Thomas L. Harris Managing Partner Thomas L. Harris & Company Adjunct Professor of Integrated Marketing Communications Medill School of Journalism Northwestern University

Product Details

• Hardcover: 232 pages
• Publisher: McGraw-Hill; 1 edition (January 11, 1996)
• Language: English
• ISBN-10: 0844235040
• ISBN-13: 978-0844235042
• Product Dimensions: 9.2 x 6.2 x 0.9 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 3.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #2,531,031 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

15 of 17 people found the following review helpful:

1.0 out of 5 stars Image Marketing: Using Public Perceptions to Attain Busines, March 23, 2000

By 

Greg A. Katainen "Bummer" (Idaho Falls, Idaho, USA) - See all my reviews
(REAL NAME)   

This review is from: Image Marketing: Using Public Perceptions to Attain Business Objectives (Hardcover)

Totally lacking in substance, the author never tells the reader that Image is the sum of attitudes and beliefs, that it can be measured and altered using specific techniques. Full of drivel, musings, and short-of-the-mark examples would be bad enough! Ask yourself two questions: Which Credit Card Company uses the phrase "It's everywhere you want to be"? AND who was the American General made famous by his role in Desert Storm? Of course, they are VISA and "Stormin' Norman Schwartzkopf, right? Well Marconi blunders on these examples in the book by citing American Express, and ARNOLD Schwartzkopf. (page 89 and 134). Gimme a Break.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Chatty and straight-forward information on Image, December 21, 2006

By 

Derek Armstrong ""an author to watch"... - See all my reviews
(REAL NAME)   

This review is from: Image Marketing: Using Public Perceptions to Attain Business Objectives (Hardcover)

A helpful, easy-to-read book on the complex subject of Image-Marketing and a great primer. I felt as if I was sitting in on a lecture or a well-done seminar on the subject. The case studies are good, a little vague at times. Overall, for anyone dedicated to the awesome power of Image Marketing, this is one of the books that should be considered for your library. Not discussed are the all-important image archetypes, but there are other titles for this.
Derek Armstrong, Author of The Persona Principle, How to Succeed in Business with Image Marketing (ISBN0684802694).

3 of 4 people found the following review helpful:

4.0 out of 5 stars Straight talk about images, July 5, 2000

By A Customer

This review is from: Image Marketing: Using Public Perceptions to Attain Business Objectives (Hardcover)

This book reads like a conversation with a marketing expert. I enjoyed its easy, conversational presentation, unlike the usual textbook tone of so many business books. The author obviously knows his subject well and presents case studies in an interesting, straightforward manner. I found it entertaining as well as helpful.