Product details

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Subject category: Marketing
Authors: T Kosnik
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 13 February 1989
Revision date: 05-Jul-2016

Abstract

Provides a framework for assessing and enhancing an organization''s reputation. Points out two dimensions of a corporate image--visibility and credibility. Discusses several critical issues that must be addressed in building an image. Finally, provides an assessment of how well various marketing tactics build visibility and credibility. Based on observations of corporate positioning issues in five industries: management consulting, public accounting, computer hardware, computer software, and systems integration.

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Abstract

Provides a framework for assessing and enhancing an organization''s reputation. Points out two dimensions of a corporate image--visibility and credibility. Discusses several critical issues that must be addressed in building an image. Finally, provides an assessment of how well various marketing tactics build visibility and credibility. Based on observations of corporate positioning issues in five industries: management consulting, public accounting, computer hardware, computer software, and systems integration.

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