Image Gap Analysis: A Pilot Study

Robert E. Stevens PhD Department of Management and Marketing, College of Business Administration, Northeast Louisiana University, Monroe, LA, 71209; Northeast Louisiana University, Monroe, LA, 71209

William E. Warren DBA Department of Management and Marketing, College of Business, Middle Tennessee State University, Murfreesboro, TN, 37132; Northeast Louisiana University, Monroe, LA, 71209

David L. Loudon PhD Department of Management and Marketing, College of Business Administration; Northeast Louisiana University, Monroe, LA, 71209

Paul Dunn PhD Small Business Development Center, College of Business Administration; Northeast Louisiana University, Monroe, LA, 71209

ABSTRACT

This paper reports the results of an image study conducted by a college of business among business people in the service area of the university. A mail survey of 2000 businesses was randomly selected using a commercial mailing list. Results reveal the current image and provide guidance for defining a desired image and, subsequently, preparing a marketing program that will communicate that image.

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Image Gap Analysis: A Pilot Study

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Image Gap Analysis: A Pilot Study

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