CORPORATE IMAGE AUDIT

by : Ingrida Šmaižien and Petras Oržekauskas
(2006)

Abstract

Corporate image is a strategic asset that creates competitive advantage and favourable climate for the survival and development of an organisation.
For escaping negative consequences of uncontrolled image and shooting up opportunities of positive image, systematic measuring of corporate image is necessary.The aim of the paper is to propose guidelines for measuring and evaluating corporate image systematically (corporate image audit – a complex system of measuring and evaluating image – is recommended).
The principles, methods, stages and consecution of examining corporate image are proposed and analysed.
Key words: corporate image, image audit, measuring corporate image.

. . . . . . (baca_selengkapnya )

Hasil Penelitian lengkap hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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