search query: @author Smeltzer, L. R. / total: 7
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| Author: | Gray, E. R. Smeltzer, L. R. |
| Title: | Planning a face-lift : implementing a corporate image program. |
| Journal: | Journal of Business Strategy
1987 : SUMMER, VOL. 8:1, p. 4-10 |
| Index terms: | CORPORATE IMAGE STRATEGIC PLANNING IMPLEMENTATION |
| Language: | eng |
| Abstract: | Increasing competition is forcing firms to pay greater attention to planning their future strategy. Corporate image has emerged as an important element of strategic consideration. A five-step process of planning corporate image is presented. These steps are: articulating present strategy, determining image, determining communication plan, and program implementation. This planning process is presented on examples of multinational corporations. |
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