Reputation Marketing : Building and Sustaining Your Organization's Greatest Asset

Reputation Marketing : Building and Sustaining Your Organization's Greatest Asset

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  • 製本 Hardcover:ハードカバー版/ページ数 232 p.
  • 言語 ENG
  • 商品コード 9780658014291
  • DDC分類 659.285

Full 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.

Table of Contents

Acknowledgments                                    ix
Introduction xi
Who Do You Think You Are?
Understanding Reputation Marketing 1 (20)
Attitudes and Awareness
The Role of Research in Building your 21 (14)
A Long and Distinguished History...or Not
Using What you Have (or What you Don't 35 (28)
Have) to Manage your Reputation
Looking the Part
Dressing for Success, for Failure, or Just 63 (24)
to be Noticed
Putting Your Reputation on the Line--Online
Reputation Marketing in the Internet Age 87 (26)
Damage Control
Changing a ``Bad Reputation'' 113(34)
The Halo Effect and Borrowed Interest
Getting Ahead on Someone Else's Reputation 147(20)
The Reputation Marketing Casebook
About Companies That Built, Changed, or 167(52)
Exploited Their Reputations
A Crash Course in Reputation Marketing 219(6)
Bibliography 225(2)
Index 227