How to Measure and Manage Your Corporate Reputation - Hardcover

Hannington, Terry

 
9780566085529: How to Measure and Manage Your Corporate Reputation
Hardcover
ISBN 10: 0566085526 ISBN 13: 9780566085529
Verlag: Gower Publishing Ltd, 2004

Inhaltsangabe

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, both victims of their 'infectious history'. Terry Hannington provides a blueprint for effectively measuring and managing your reputation. That means understanding the difference between brand and reputation, the significance of the latter and how you get your reputation in the first place. This book shows you how to measure and understand stakeholder influence via reputation assessment research techniques and, once you have done that, how to build and manage a reputation management plan.

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Über die Autorin bzw. den Autor

Terry Hannington is a marketing consultant based in Sweden. His recent assignments have included assisting ITSMA, a US-based brand and marketing consultancy, acting as Managing Director to build a presence in Europe. Previous roles include Vice President of Marketing at Olivetti Ivrea Italy and Marketing Director EMEA at Diebold Inc., Paris France.

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Verlag
Gower Publishing Ltd
Erscheinungsdatum
2004
Sprache
Englisch
ISBN 10 
0566085526
ISBN 13 
9780566085529
Einband
Gebundene Ausgabe
Anzahl der Seiten
106
Kontakt zum Hersteller
Routledge
https://www.routledge-ny.com/

Stockst?dter Str. 20
Gro?ostheim
Bayern
Deutschland

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