Endorsements

"One of the main tasks of senior management is to create authentic, optimum and consistent images for the various stakeholders. Balmer and Greyser label their task as 'corporate-level marketing'. This is an idea whose time has come. I commend this book as essential reading for all companies seeking to develop a more effective strategic identity in the marketplace and for those who study them."
Philip Kotler, S.C.Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management

'This is an engaging and enjoyable work. It demonstrates a new way of thinking about the corporation and a new way of analyzing the tasks and responsibilities of senior management. It is a masterpiece of its kind, which I commend to the business community, to academics and all who really care about corporate development.'
Lord Marshall of Knightsbridge, Chairman, British Airways Plc

'Revealing the Corporation is way overdue. For the top executive and the practitioner alike, it provides real insight for guiding the development of a powerful corporate identity. The Balmer & Greyser framework provides a senior management-oriented, multidisciplinary approach for giving substance to the corporation for multiple stakeholders, not simply portraying it through logotype.'
James C. Fink, CEO, Worldwide Marketing Research, Opinion Research Corporation

'Balmer & Greyser provide an essential pathway through the often muddled landscape of trust, loyalty, reputation, consistency, clarity, image, perception and identity. They have not only brought together an excellent collection of articles, but also offer thoughtful insights about the content, context and contributions of the articles through their authors' essays.'
Earl Powell, President, Design Management Institute

'The book speaks cogently to scholars, teachers and executives. All readers will welcome the breadth of the analogy, the module essays that analyze the multi-dimensional charater of the field, and the future-oriented insights into what the authors call 'corporate-level marketing'.
Professor John A Quelch, Senior Associate Dean, International Development, Harvard Business School Former Dean, London Business School.