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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?
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?
Der Kundenwert als wichtige Determinante des Unternehmenserfolgs
ruckt mehr und mehr ins Zentrum der Aufmerksamkeit. Hier werden
erstmals aus unterschiedlichen Perspektiven von renommierten und
kompetenten Autoren Bausteine des Kundenwerts analysiert,
Berechnungsmethoden diskutiert und um Erfahrungsberichte aus der
Praxis erganzt.
Die 3. Auflage wurde um die Themenfelder der Kundenwertermittlung
auf mehrstufigen Markten, Was ist der Kunde des Kunden wert - ein
Problem des Segment-Controlling sowie Customer Equity
erweitert.
"
Sabrina Helm analysiert die Determinanten und Auswirkungen von
Kundenempfehlungen.
Vor dem Hintergrund aktueller Ansatze der Reputationsforschung
analysiert Sabrina Helm Entstehung, Veranderung und Auswirkungen
des Rufes von Unternehmen. Anhand einer empirischen Untersuchung
stellt sie die Bedeutung des guten Rufes fur einen zentralen
Erfolgsindikator von Unternehmen heraus: die Loyalitat von Kunden,
Aktionaren und Mitarbeitern.
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