search query: @author Dowling, G. R. / total: 10
reference: 3 / 10
| Author: | Dowling, G. R. |
| Title: | Developing your company image into a corporate asset (Organisationsstruktur, Unternehmensziel) |
| Journal: | Long Range Planning
1993 : APR, VOL. 26:2, p. 101-109 |
| Index terms: | |
| Freeterms: | UNTERNEHMENSSTRATEGIE, BETRIEBSKLIMA, PUBLIC RELATIONS |
| Language: | eng |
| Abstract: | Many of world's most successful companies invest in their corporate images. This article argues that to develop fully the corporation's image as a valuable marketing asset, managers must coordinate the company's vision, marketing communications, corporate strategy, organizational design and culture. CEO's can play a crucial role in designing the image the company wishes to project. |
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