Reputation Management
85,59 €*
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ISBN/EAN:
9783642192661
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?
| Autor: | Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck |
|---|---|
| EAN: | 9783642192661 |
| eBook Format: | |
| Sprache: | Englisch |
| Produktart: | eBook |
| Veröffentlichungsdatum: | 29.08.2011 |
| Kategorie: | |
| Schlagworte: | Corporate Communication Corporate Reputation Public Relations Reputation Reputation Management Reputation Risks |
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