How to Measure and Manage Your Corporate Reputation

The issue of brand has overshadowed that of reputation. It has been fashionable to re-brand, spend a lot of money on advertising and hope that you can leave your negative baggage behind. This strategy doesn't always work, witness Monday or Consignia, all

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Year of publication:	2007
Authors:	Hannington, Terry
Publisher:	Farnham : Ashgate Publishing Ltd
Subject:	Führungskräfte \| Managers \| Firmenimage \| Corporate reputation \| Messung \| Measurement \| Markenführung \| Brand management
Description of contents:	Table of Contents [gbv.de]

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Extent:	Online-Ressource (110 p.)
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record Cover; Contents; List of figures; 1. Introduction; 2. What is the Difference Between a Brand and a Reputation?; 3. How is a Corporate Reputation Built Over Time?; 4. 360º Mapping of Stakeholder Influence; 5. Building Executive Commitment to Measure your Reputation and the Key Role of Communications; 6. Researching your Organisation's Reputation; 7. The Results of your Research; 8. Building and Implementing the Plan; 9. Managing the Industry Analysts; 10. A Case in Point; 11. The Time to Take Action; Index;
ISBN:	978-0-566-08552-9 ; 978-0-7546-8297-4 ; 978-0-566-08552-9
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012675868