- Unbound
- Publisher: McGraw-Hill (Mar 2002)
- ISBN-10: 0071402721
- ISBN-13: 978-0071402729
- Average Customer Review: 3.0 out of 5 stars See all reviews (1 customer review)
- See Complete Table of Contents
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More About the Author
Product Description
From the Publisher
Reputation management is of high interest to upper-level business readers. 85% of Fortune 500 CEOs believe that effective management of corporate reputation affects stock performance. And the top 200 of Fortune’s “Most Admired Companies” spend more than twice as much money on PR than companies with weaker reputations (PR Week)
Includes in-depth looks at reputation marketing issues related to the American Medical Association, Ford and Firestone, Levi’s, American Express, The Gap, Virgin, Accenture, and other well-known companies.
The first book on the market to focus singularly on the role of reputation management from a comprehensive marketing perspective
Part of the co-publishing program with the American Marketing Association. --This text refers to an out of print or unavailable edition of this title.
Includes in-depth looks at reputation marketing issues related to the American Medical Association, Ford and Firestone, Levi’s, American Express, The Gap, Virgin, Accenture, and other well-known companies.
The first book on the market to focus singularly on the role of reputation management from a comprehensive marketing perspective
Part of the co-publishing program with the American Marketing Association. --This text refers to an out of print or unavailable edition of this title.
From the Back Cover
Can you measure the value of a good reputation?
-Negative publicity forces the American Medical Association to back out of a deal promoting Sunbeam health-care products'and to pay Sunbeam $9.9 million
-Levi-Strauss is written off as stodgy and unfashionable by the all-important youth market and loses its long-held position as the world's preeminent maker of denim jeans
-Nike carefully crafts an image of athletic shoes as a symbol of skill, rebellion, and individuality and commands a premium price in a saturated marketplace
How much profit has Nike's good reputation netted for the company? At the same time, what has a tarnished reputation cost Levi-Strauss? Reputation Marketing is the most comprehensive book to explore this important subject and provide specific strategies'
supported by case histories and examples'for establishing and maintaining a positive, bottom-line-enhancing corporate reputation.
Written by influential marketing veteran Joe Marconi, Reputation Marketing bypasses the theoretical to provide concrete guidelines, examples, and insights for maintaining a company's standing in the public eye. Drawing important distinctions between reputation marketing, brand marketing, and image marketing'and the often-dissimilar steps needed to establish and maintain each'this practical book covers subjects including:
-How to maximize the power of certain words and the images they bring to mind
-The integral role of research in determining public expectations and requirements
-How new media sources such as the Internet can both build and harm reputations
Effective reputation management is critical to any company's competitive position and overall market value. From the many different aspects of reputation to the role of research and media in building and furthering a reputation, Reputation Marketing paints an easy-to-follow, uncompromising picture of the impact of reputation on long-term success and provides today's most comprehensive overview on the successful, profitable management of reputation through all modern marketing channels.
--This text refers to an out of print or unavailable edition of this title.
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Customer Reviews
Most Helpful Customer Reviews
Format:Hardcover
From a friend I've heard that it is a great book, full of insights from the practitioner's point of view...but I think the book was not worth buying it.
Too much common sense...I would have expected more from a so called marketing guru..very disappointing indeed.
However, if you are not that demanding and would like to get a first insight into the topic of corporate reputation and how to maintain it, it might be worth reading it.
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