Image Marketing - Hardcover

Marconi, Joe

Hardcover

ISBN 10: 0844235040 ISBN 13: 9780844235042

Publisher: McGraw-Hill Education, 1996

Synopsis

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.

About this title

About the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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

Edition details

• Publisher: McGraw-Hill Education
• Publication date: 1996
• Language: English
• ISBN 10: 0844235040
• ISBN 13: 9780844235042
• Binding: Hardcover
• Number of pages: 256