ELA, Volume 16, pp. 347-365, October 2007, abstract. Maps Preserving Spectral Radius, Numerical radius, Spectral norm Chi-Kwong Li, Edward Poon, and Ashwin Rastogi Characterizations are obtained for Schur (Hadamard) multiplicative maps on complex matrices preserving the spectral radius, numerical radius, or spectral norm. Similar results are obtained for maps under weaker assumptions. Furthermore, a characterization is given for maps f satisfying ||A o B|| = ||f(A) o f(B)|| for all matrices A and B.