Addresses the importance of establishing a corporate image and examines the success of Lippincott & Margulies, a company that has shaped the images of leading American corporations

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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.
Copyright 1991 Reed Business Information, Inc.

Chajet, Chairman and CEO of Lippincott & Margulies, is a top image consultant who helped create and shape the images of such corporations as Coca-Cola, Chrysler, and American Express. In this book, he discusses his efforts to communicate verbally and visually the vision, goals, and leadership of his clients' companies. Besides providing memorable anecdotes, he and coauthor Shachtman take a hard look at the key issues confronting U.S. companies, e.g., how a company's image can affect its market share and Wall Street's view of that company. Statements such as, "An image is the sum of a corporation's conversations with society," provide insights and embellish an unusually readable work with wit and elegance. Highly recommended for academic and large public libraries.
- Susan Awe, Natrona Cty. P.L., Casper, Wyo.
Copyright 1991 Reed Business Information, Inc.

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