個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Corporate Positioning: How to Assess--and Build--A Company's Reputation
內容大綱
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.