01274nam a2200217Ia 4500 CTU_226250 210402s9999 xx 000 0 und d 659.2 F672 Fombrun, Charles J Reputation : Realizing value from the corporate image Charles J. Fombrun Boston, Mass. Harvard Business School Press 1996 Good reputations, says Charles Fombrun, create wealth. In this thoroughly accessible book, Fombrun shows that by developing strong and consistent images, well-regarded companies generate hidden assets - or reputational capital - that give them a distinct advantage. Reputation examines how companies in a variety of industries, such as international fashion, investment banking, packaged goods, and even U.S. business schools, compete for prestige and achieve celebrity. Vital, relevant, and readable for professionals in public, community, investor, and employee relations as well as brand and marketing managers and senior executives. Corporate image,Hình ảnh công ty Case studies,Nghiên cứu tình huống nthai Trung tâm Học liệu Trường Đại học Cần Thơ