Image by Design: From Corporate Vision to Business Reality

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. (May)