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Corporate Reputation and Competitiveness
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Artikel-Nr:
9781138861169
Veröffentl:
2015
Erscheinungsdatum:
09.02.2015
Seiten:
288
Autor:
Rosa Chun
Gewicht:
433 g
Format:
233x151x22 mm
Sprache:
Englisch
Beschreibung:
itute. Rosa Chun is Fellow in Reputation Management at Manchester Business School. Rui Vinhas da Silva is Lecturer in Marketing at Manchester Business School. Stuart Roper is Senior Lecturer in Marketing at Manchester Metropolitan University.
This unique book written by four world leaders in reputation research, presents the latest cutting-edge thinking regarding managing reputation as a strategic tool for organizations in the twenty-first century.
Part 1: Reputation as a Strategic Approach 1. A Brief History of Strategic Thinking 2. The Traditional Way of Managing Reputation 3. The Reputation Paradigm 4. The Company as a Brand 5. Defending a Reputation Part 2: Managing Reputation by Managing Corporate Personality 6. Measuring Reputation: The Corporate Personality Scale 7. The Management of Image of Identity 8. Harmonizing Image and Identity 9. Reputation and Business Performance 10. Challenges in Reputation Management