The Economist Intelligence Unit guide to building a global image / Andrea Mackiewicz
Digitised Book 216.73.216.10 (0)
1993
Information About
In order to survive and prosper in the fiercely competitive world market, corporations are now forced to concentrate on building an enduring and positive global perception of who and what they are. This book provides a practical guide to positioning, protecting, and advancing a company's image wherever it does business.
Additional Details
- Title
- The Economist Intelligence Unit guide to building a global image / Andrea Mackiewicz
- Creators
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- Mackiewicz, Andrea
- Subject
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- Corporate image
- Strategic planning
- Competition, International
- Corporate image--Case studies
- Publisher
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- McGraw-Hill, 1993
- National Library Board Singapore, 1993
- Digital Description
- application/pdf, xvi, 184 p.
- Table of Contents
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- Preface -- Company profiles -- 1. The global company -- 2. What's In a name? -- 3. Leveraging brand equity for global competitive advantage -- 4. How to build a global image -- 5. Updating an old image -- 6. Tinkering with the tried and true -- 7. Adjusting to new global pressures -- 8. Issue management and a strategic global vision -- 9. Preserving your image -- 10. Being a good corporate citizen -- 11. Advertising the global image -- 12. Protecting the corporate image -- Index.
- Edition
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- International ed.
- Copyright
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- All Rights Reserved. National Library Board Singapore 2009.