Leveraging the Corporate Brand

Leveraging the Corporate Brand

"Jim Gregory has long been a pioneer in seeking ways to quantify the Return on Investment of corporate advertising. His unique approach to defining the relationship between advertising and corporate reputation will be helpful to any company in planning an effective communications strategy." -- Richard Costello, Manager, Corporate Marketing Communications General Electric Company "Advertising agencies need to demonstrate the value of their work to clients who are skeptical about the power of advertising to build brands. Jim Gregory's work has helped shed light and understanding on this dynamic process as it relates to corporate advertising." -- O. Burtch Drake, President American Association of Advertising Agencies "Leveraging the Corporate Brand explains in elegant detail marketing's impact on the company's source of wealth--its reputation." -- Charles Fombrun, Research Professor of Management Stern School of Business, New York University "Jim Gregory's book will be extremely useful to senior public relations executives charged with the responsibility of nurturing and protecting their company's corporate brand." -- Robert D. Ferris, President, Corporate & Investor Relations Ruder Finn, Inc. "As companies reposition themselves to do business in the new century, this book will go a long way in helping management understand there is a real and measurable value to their corporate brand communications." -- Paul H. Alvarez, former CEO Ketchum Communications, Inc. "Well-managed corporate brands should provide value for divisional marketing efforts. Using the methods outlined in this book, Jim Gregory's firm helped LIS assess the ROI of our division's advertising." -- Sanford C. Schulert, Director, Marketing Communications Amoco Chemicals

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Publisher Ntc Business Books
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Pages 233 pages
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