Marketing communication: principles and practice

FURTHER READING
Barich, H. and Kotler, P. (1991) ‘A framework for marketing image management’,
Sloan Management Review
32 (2): 94–104.
Barich, H. and Srinivasan, V. (1993) ‘Prioritising marketing image goals under
resource constraints’, 
Sloan Management Review
34 (4): 69–76.
Bernstein, D. (1984) 
Company Image and Reality: A Critique of Corporate
Communications
, London: Cassell Educational.
Dowling, G. R. (1994) 
Corporate Reputations: Strategies for Developing the Corporate
Brand
, London: Kogan Page.
Fombrun, C. (1996) 
Reputation: Realizing Value from the Corporate Image
, Cambridge,
MA: Harvard Business School Press.
Gardner, N. (1996) ‘See the advert, buy the bank’, 
The Sunday Times
, 21 January.
Ind, N. (1992) 
The Corporate Image: Strategies for Effective Identity Programmes
, rev.
edn, London: Kogan Page.
Ind, N. (1997) 
The Corporate Brand
, London: Macmillan Business.
Kotler, P. (1986) ‘Megamarketing’, 
Harvard Business Review
64 (2): 117–24.
Markwick, N. and Fill, C. (1997) ‘ Towards a Framework for Managing Corporate
Identity’, 
European Journal of Marketing
31 (5): 396–409.
Olins, W. (1978/1990) 
The Corporate Personality: An Inquiry into the Nature of Corporate
Identity
, London: The Design Council.
Olins, W. (1989) 
Corporate Identity: Making Business Strategy Visible Through Design
,
London: Thames & Hudson.
Parkinson, C. N. and Rowe, N. (1977) 
Communicate: Parkinson’s Formula for Business
Survival
, London: Pan Books/Prentice-Hall.
Weigelt, K. and Camerer, C. (1988) ‘Reputation and corporate strategy: a review of
recent theory and applications’, 
Strategic Management Journal
9: 443–54.