Image by Design: From Corporate Vision to Business Reality

Clive Chajet, Author, Tom Shachtman, With Addison Wesley Publishing Company $26.66 (216p) ISBN 978-0-201-55042-9
Coca-Cola, Xerox, Chrysler and American Express are among the clients of Lippincott & Margulies, whose chairman and chief executivenot on PW style sheet.aa/I'm surprised;we use it frequently, not only in Forecasts but the news dept.gs Chajet here reveals, in instructive detail, how an ``image consultant'' helps forge or refurbish a consistent corporate identity and image. In anecdotes demonstrating dos and don'ts of his profession, he and Shachtman ( The Gilded Leaf ) stress that a company's more direct. aa image must accurately reflect its products or services, its distinctive attributes and its business practices. A favorable corporate image, the authors emphasize, proves itselfok? aa not only in the marketplace, on Wall Street and in the caliber of personnel it attracts doesn't make sense. add `it attracts'?aa , but especially by surviving credibility is vague, sentence didn't make sense. I think this is what's meant. aa mergers and acquisitions, and by weathering crises--oil spills, poisoned products, labor problems. A book of interest primarily to professionals. Illustrations not seen by PW. (May)
Reviewed on: 04/29/1991
Release date: 05/01/1991
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