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Prioritizing Marketing Image Goals under Resource Constraints

Managers who wish to improve customers' image of their companies can run communication campaigns, improve products, add personnel, and so forth. But how can managers decide which improvements in perceptions would be most beneficial and cost-effective? The authors present a method to (1) determine the company attributes that are relevant to customers; (2) rank the importance of those attributes; (3) estimate the costs of making improvements (or correcting customer perceptions); and (4) prioritize image goals so that the improvements in perceptions obtain the maximum benefit, in terms of customer value, for the resources spent.

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