Repute and Disrepute: The Inside-Out Approach to Managing Corporate Reputation.pdf

Repute and Disrepute: The Inside-Out Approach to Managing Corporate Reputation.pdf
 

书籍描述

内容简介
Learn a revolutionary new approach to promoting, defending, sustaining and, if necessary, restoring a company's reputation

In today's digitized, social networked world, a company or brand reputation can soar to dizzying heights or be buried in the blink of an eye. Never has it been more vital for every company to have a comprehensive strategy in place for managing its good name and for restoring and rebuilding its damaged reputation, should the worst happen. Written by a recognized international expert in the field, this book describes an innovative new approach to reputation management. Based on author Rosa Chun's extensive experience as a reputation consultant to leading companies worldwide, it goes beyond the broad extrapolations from research and the corporate communication and marketing strategies found in most books on the subject to provide a wholly practical, holistic approach to reputation management.

  • Includes coverage of reputation management for non-profit and public sectors, and offers a uniquely global perspective
  • Demonstrates the critical links between customer orientation, leadership, global mindset, employee engagement, new social network technologies, and strategic implementation
  • Features fascinating and instructive case studies and examples from companies across industry sectors in the U.S., Europe, and Asia

作者简介
Chun is Fellow in Reputation Management at Manchester Business School.

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