Corporate Positioning: How to Assess--and Build--A Company's Reputation
Provides a framework for assessing and enhancing an organization's reputation. Points out two dimensions of a corporate image--visibility and credibility. Discusses several critical issues that must be addressed in building an image. Finally, provides an assessment of how well various marketing tactics build visibility and credibility. Based on observations of corporate positioning issues in five industries: management consulting, public accounting, computer hardware, computer software, and systems integration.