Reputation Management (Hardcover, 2011 ed.)

Reputation is the most complex asset of an organization. Despite the call for consistent management of corporate reputation comprehensive approaches to measure and steer a company' s reputation are still in their infancy. Reputation management aims at creating a balance between stakeholder demands, perceptions and corporate reality in order to foster behavior that helps a company achieve its business goals. It needs to be based on thorough research and requires orchestrated execution through management processes across organizational units, communication disciplines, and countries. This calls for a management system to establish a closed cycle of strategic planning, implementation, performance measurement, and reporting. The book gives answers to the following questions: What is reputation and which conceptualizations do exist? What are the state-of-the-art methods and tools to measure corporate reputation? What are best practice examples and future trends in the field of corporate reputation management?

General

Imprint:	Springer-Verlag
Country of origin:	Germany
Series:	Management for Professionals
Release date:	August 2011
First published:	2011
Editors:	Sabrina Helm • Kerstin Liehr-Gobbers • Christopher Storck
Dimensions:	235 x 155 x 21mm (L x W x T)
Format:	Hardcover
Pages:	300
Edition:	2011 ed.
ISBN-13:	978-3-642-19265-4
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Public relations
LSN:	3-642-19265-3
Barcode:	9783642192654

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