Buy Used
£4.50
+ £2.80 UK delivery
Used: Good | Details
Condition: Used: Good
Comment: Shows some signs of wear, and may have some markings on the inside. 100% Money Back Guarantee. Shipped to over one million happy customers.
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

Corporate Image Management: A Marketing Discipline for the 21st Century Paperback – 21 Dec 1998

4.5 out of 5 stars 4 customer reviews

See all 3 formats and editions Hide other formats and editions
Amazon Price
New from Used from
Paperback
"Please retry"
£59.95 £4.50
click to open popover

Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone

To get the free app, enter your mobile phone number.



Product details

  • Paperback: 224 pages
  • Publisher: A Butterworth-Heinemann Title (21 Dec. 1998)
  • Language: English
  • ISBN-10: 9810080859
  • ISBN-13: 978-9810080853
  • Product Dimensions: 1.3 x 15.9 x 23.5 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 955,838 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

From the Author

A new approach to the subject of Corporate Image Management
Historically, thinking and writing on the subject of Corporate Image Management has come from the area of graphic design. In this book, I show how this approach no longer suits the global, dynamic, cross-border and cross-cultural world in which many of today's businesses and organizations compete.

Corporate Image Management describes the disciplines which progressive corporate leaders can use to drive their organizations in today's increasingly competitive markets. The concept of Corporate Image Management as a marketing and management discipline is illustrated with case stories from Singapore Airlines, MasterCard International, Amazon.com, the National Basketball Association, Britain's Royal Family, and many others.

If you would like to discuss this topic, before or after buying my book, feel free to contact me via e-mail at <sbhoward@singnet.com.sg>.

Customer Reviews

4.5 out of 5 stars
5 star
3
4 star
0
3 star
1
2 star
0
1 star
0
See all 4 customer reviews
Share your thoughts with other customers

Top Customer Reviews

Format: Paperback
I have read the book three times. It was very useful for my doctorate thesis. It brings a new approach to the corporate image subject. It supports the idea that corporate image is not just a graphic design, it is also a marketing and a management discipline. For this reason it is not enough to design corporate image, it also has to be managed.This is a new idea that nobody thought it before. I also like the new idea that with this new approach corporate image has some functions as being a catalyst for change, as a filters in the communication process and as being 5.P of marketing mix. By having a new ideas about this subject, it is a unique book in the subject of corporate image. This book is also very useful for companys which want to take an advantage in the global world by building an efficient corporate image. Lastly, the book contains new ideas and new approaches about corporate image. And whoever interested in this subject, he should read this book. Ireally recommend it.
Comment One person found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Paperback
A great resource for any CEO, business manager, marketer, pr or advertising person. Howard brings a fresh approach to managing your corporate image from much more than just a design point of view.
The corporate image and the process of managing it is a discipline that affects all areas of your business. Now you can find out how to turn this to your advantage.
The use of live examples throughout the book helps to clearly illustrate the effect that the mis-management, and pro-active management of your corporate image has on the public, your customers and prospects.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Paperback
This book is an excellent case study review of an area that academia has come to know as Corporate Identity Management. Although it is quite useful in presenting good examples of what the author calls "Image Management" techniques. His approach is five years behind the academics both in terms of application and relevance. My suggestion to readers wanting to buy this book is to be cautious with your money. There are many other books that cover this same topic and are more recent in their treatment of the subject matter.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Paperback
Chinese firms have started to take care of CI. This book will guide them into 21th.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 5.0 out of 5 stars 6 reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars It is a unique book in the subject of corporate image. 15 May 1999
By Ebru Guzelcik (eebru@superonline.com) - Published on Amazon.com
Format: Paperback
I have read the book three times. It was very useful for my doctorate thesis. It brings a new approach to the corporate image subject. It supports the idea that corporate image is not just a graphic design, it is also a marketing and a management discipline. For this reason it is not enough to design corporate image, it also has to be managed.This is a new idea that nobody thought it before. I also like the new idea that with this new approach corporate image has some functions as being a catalyst for change, as a filters in the communication process and as being 5.P of marketing mix. By having a new ideas about this subject, it is a unique book in the subject of corporate image. This book is also very useful for companys which want to take an advantage in the global world by building an efficient corporate image. Lastly, the book contains new ideas and new approaches about corporate image. And whoever interested in this subject, he should read this book. Ireally recommend it.
5 of 5 people found the following review helpful
5.0 out of 5 stars Excellent! A 'how to' approach to the new paradigm 7 Sept. 1999
By Pad de Braye - Published on Amazon.com
Format: Paperback
The new paradigm being promoted by Howard (and an increasing number of others in the field) is the view of Corporate Image as a completely integrated discipline - reaching far beyond the traditional (logo/font/colours/packaging etc) design approach. It's summed up in the quote, 'if it touches the consumer it's a Corporate Image issue'.
The book goes on to provide, along with a host of case studies and examples, practical steps to performing everything from an initial audit to executing a full Corporate Image program. Includes check-lists, best-practice suggestions, and some serious points on change management that must also be heeded if any such programme is to succeed!
I'll use this book for years to come as a reference and guide.
2 of 2 people found the following review helpful
5.0 out of 5 stars Here's how build a corporate image to your advantage. 22 Aug. 1998
By Ron Kaufman - Published on Amazon.com
Format: Paperback
This is an excellent explanation of how the corporate image impacts every facet of the organization. The first time I've seen an author take a comprehensive approach to the topic of corporate image management, including how the CULTURE of an organization impacts its image.
Howard has identified the direction CEOs and others must take in order to drive and develop strong future relationships with customers and business partners. I like how he integrated a 5-step corporate image management process into all levels of organizational management.
Clearly written and easy to apply. Good action plans and lots of examples show how build your corporate image to your advantage. I recommend it.
3 of 3 people found the following review helpful
5.0 out of 5 stars An approach for competitive distinction 2 Mar. 2000
By Guillermo montoya - Published on Amazon.com
Format: Paperback
One of the most interesting book i have read about the importance of corporate identity. It is absolutely important to know how to build a good identity and how to communicate the same to the client.
I'm 100% accurate that in the next years to come, identity, image, communication will be the most important assets in guatemalan companies.
1 of 1 people found the following review helpful
5.0 out of 5 stars An entirely new way to look at Corporate Image 4 May 1999
By Penny KOTHE - Published on Amazon.com
Format: Paperback
A great resource for any CEO, business manager, marketer, pr or advertising person. Howard brings a fresh approach to managing your corporate image from much more than just a design point of view.
The corporate image and the process of managing it is a discipline that affects all areas of your business. Now you can find out how to turn this to your advantage.
The use of live examples throughout the book helps to clearly illustrate the effect that the mis-management, and pro-active management of your corporate image has on the public, your customers and prospects.
Were these reviews helpful? Let us know


Feedback