haku: @author Dowling, G. R. / yhteensä: 10
viite: 7 / 10
| Tekijä: | Dowling, G. R. |
| Otsikko: | Managing your corporate images. |
| Lehti: | Industrial Marketing Management
1986 : MAY, VOL. 15:2, p. 109-115 |
| Asiasana: | CORPORATE IMAGE |
| Kieli: | eng |
| Tiivistelmä: | A company will not have an image - people hold images of the company. Images are formed by company personnel and external groups encoding information relating to both factual company practices and imaginary qualities. A firm can create and/or modify its image by manipulating the object determined aspects of its products and services and by attempting to control the types of information disseminated to people about the company. The success of the modification is dependent on knowing the current images and being able to change the factors on which they based. A model of the corporate image formation process and a set of guidelines to modify these images are presented. |
SCIMA