Strategies for Managers, Public Relations, Marketing - General & Miscellaneous, Competition - Economics, International Exchange & Trade
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Overview
As national borders are redrawn and trade barriers fall, forward-looking companies in the international marketplace are developing global images - enduring, positive images that go beyond country loyalties. In this comprehensive guide, you'll learn how to enhance your company's image in every market. You'll examine the image-building methods of global masters such as Apple Computer, Jaguar, Levi Strauss & Co., Reebok, Sony, and Volvo. You'll learn which strategies have worked (and which haven't) in candid interviews with executives from McDonald's, Xerox, Toyota, and many other international firms. Based on exclusive research and insights by The Economist Intelligence Unit, this information-packed volume also contains insights from the management consultants of Arthur D. Little and other leading corporate identity firms. It will help you chart or correct your global course at every step, with practical guidance that shows how to build or revamp your image to ensure global recognition; develop company or brand names that communicate your image with power and sensitivity and leverage existing brand equity; update stale images and products; establish image enhancing guidelines after mergers or acquisitions; preserve and even strengthen your image when faced with international crises, controversies, boycotts, and environmental issues; enhance your image through community involvement and corporate philanthropy; and advertise most effectively to overcome the "outsider" stigma. Whether you're a global-minded senior executive, strategic planner, marketing manager, or corporate communications professional, this authoritative book is required reading. It will help you position and advance your company's image wherever you do business.Editorials
Booknews
The global look is all the rage for companies today, but how do you do it? Consultants from a group associated with Business International reveal how the big boys do it--Apple Computers, Jaguar, Sony, MacDonald's, etc.--through choosing names and products, advertising, philanthropy, dealing with boycotts, and other means. Annotation c. Book News, Inc., Portland, OR (booknews.com)Book Details
Published
April 1, 1993
Publisher
New York : McGraw-Hill, c1993.
Pages
256
Format
Hardcover
ISBN
9780070093508