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Development and management of the corporate brand is one of the most potent tools available for senior executives to use in ensuring the viable execution of the corporate vision. Not only does the corporate image management process provide entrepreneurs and business leaders with the highest level of functional control of the organization, it also provides one of the most powerful strategic marketing weapons available in the corporate arsenal. Progressive corporate leaders will use this new management and marketing discipline to drive their organizations forward in victory in today's and tomorrow's marketing battlefields.
The underlining principle of this discipline is simply this: if
it touches the customer, it's a marketing issue
Steven Howard is Asia's leading marketing consultant and positioning specialist, with over 22 years experience. The author of two books and numerous articles, you may reach him at www.howard-marketing.com or firstname.lastname@example.org.
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