Book 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.
