How to Measure and Manage Your Corporate Reputation

by Terry Hannington

Ashgate Publishing Ltd | September 28, 2012 | Kobo Edition (eBook)

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The issue of brand has overshadowed that of reputation. It has been fashionable to re-brand, spend a lot of money on advertising and hope that you can leave your negative baggage behind. This strategy doesn't always work, witness Monday or Consignia, all victims of their 'infectious history'. Terry Hannington provides a blueprint for effectively measuring and managing your reputation. That means understanding the difference between brand and reputation, the significance of the latter and how you get your reputation in the first place. This book shows you how to measure and understand stakeholder influence via reputation assessment research techniques and, once you have done that, how to build and manage a reputation management plan.

Format: Kobo Edition (eBook)

Published: September 28, 2012

Publisher: Ashgate Publishing Ltd

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1409457850

ISBN - 13: 9781409457855

Found in: Public Relations

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– More About This Product –

How to Measure and Manage Your Corporate Reputation

by Terry Hannington

Format: Kobo Edition (eBook)

Published: September 28, 2012

Publisher: Ashgate Publishing Ltd

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1409457850

ISBN - 13: 9781409457855

From the Publisher

The issue of brand has overshadowed that of reputation. It has been fashionable to re-brand, spend a lot of money on advertising and hope that you can leave your negative baggage behind. This strategy doesn't always work, witness Monday or Consignia, all victims of their 'infectious history'. Terry Hannington provides a blueprint for effectively measuring and managing your reputation. That means understanding the difference between brand and reputation, the significance of the latter and how you get your reputation in the first place. This book shows you how to measure and understand stakeholder influence via reputation assessment research techniques and, once you have done that, how to build and manage a reputation management plan.
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