- Hardcover: 256 pages
- Publisher: NTC Business Books,U.S. (1 Nov 2001)
- Language English
- ISBN-10: 0658014293
- ISBN-13: 978-0658014291
- Product Dimensions: 27.4 x 15.4 x 2.2 cm
- Average Customer Review: 3.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 2,368,116 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
In a study conducted by PR Week, more than 85 percent of CEOs said that effective management of a corporation's reputation is critical to its market value. "Reputation Marketing" reveals steps marketers can take to shape, nurture, and protect their reputations. With case studies from companies such as Ford, Firestone, and Levi's, it provides in-depth coverage of subjects including the role of research in building reputation, use of new media resources to further a reputation, proven strategies for improving a "bad" reputation, and more.
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.
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.
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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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