Creating corporate reputations identity, image, and performance

Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies become corporate super brands and it presents managers with a framework to proactively enhance their corporation's desired reputation. Drawing on mo...

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Detalles Bibliográficos
Autor principal: Dowling, Grahame
Otros Autores: Grahame Dowling
Lenguaje:Undetermined
English
Publicado: Oxford,New York Oxford University Press 2001
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Thư viện lưu trữ: Trung tâm Học liệu Trường Đại học Trà Vinh
Descripción
Sumario:Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies become corporate super brands and it presents managers with a framework to proactively enhance their corporation's desired reputation. Drawing on more than fifteen years of research, executive seminars, and consulting experience, Dowling emphasizes the roles that customer value and organizational culture play in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change
Descripción Física:299 p.
ill.
25 cm
ISBN:0199241635
9780199241637