Customer Reviews

Image Marketing: Using Public Perceptions to Attain Business Objectives

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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.

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).

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.