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Related Experiment Videos

A framework for marketing image management.

H Barich, P Kotler

    Sloan Management Review
    |December 5, 1991
    PubMed
    Summary
    This summary is machine-generated.

    Organizations must systematically manage their marketing image. A structured approach to collecting and analyzing customer impressions provides actionable insights, moving beyond unreliable ad hoc methods for better business decisions.

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    Area of Science:

    • Marketing
    • Consumer Behavior
    • Business Strategy

    Background:

    • Customer impression is crucial for organizational success.
    • Current methods like surveys and focus groups often yield insufficient or inaccurate data.
    • A gap exists in systematic approaches to understanding and managing marketing image.

    Purpose of the Study:

    • Introduce and define the concept of "marketing image."
    • Propose a systematic framework for marketing image management.
    • Highlight the importance of accurate, actionable data for strategic decision-making.

    Main Methods:

    • Conceptual framework development for image management.
    • Outline of a systematic process: study design, data collection, analysis, modification, and tracking.

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  • Emphasis on data-driven insights over anecdotal evidence.

    • Main Results:

    • A systematic approach yields more substantial, analyzable, and accurate data.
    • Effective image management requires a structured, multi-stage process.
    • Actionable insights can be derived from a well-managed marketing image.

    Conclusions:

    • A systematic approach to marketing image management is essential for businesses.
    • Reliable data collection and analysis are key to understanding and improving customer perception.
    • Translating insights into action is critical for organizational success.