haku: @author Kotler, Ph. / yhteensä: 4
viite: 3 / 4
| Tekijä: | Barich, H. Kotler, Ph. |
| Otsikko: | A framework for marketing image management |
| Lehti: | Sloan Management Review
1991 : WINTER, VOL. 32:2, p. 94-104 |
| Asiasana: | MARKETING MANAGEMENT CORPORATE IMAGE CUSTOMERS SURVEYS INFORMATION MARKETING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | Managers know that the customers' impression of an organization is important. And sometimes companies attempt to determine just what that impression is. They conduct ad hoc surveys and focus groups. But too often the data are insubstantial, or difficult to analyze, or even inaccurate. The concept of "marketing image" is introduced and a system of image management is described. It is shown how to design a study, collect data, analyze image problems, modify the image, and track responses to that image. Arguments are presented that only a systematic approach will yield useful and accurate information applicable to action. Four phases of the image management process are described and analyzed. |
SCIMA