Corporate Reputation, Brand and Communication
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Beschreibung
The book is the essential companion for undergraduate and postgraduate students studying corporate reputation, branding, marketing communications and public relations. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying the Managing Corporate Reputation module on the Postgraduate Diploma offered by the Chartered Institute of Marketing.
Why should and how can organisations manage their reputations? All organisations, the executives who direct them, the employees who create value and their stakeholders who influence them, all interact and can impact corporate reputation.
In a 24/7 media environment, where even a tweet can shape impressions, the importance of reputation management has never been higher. Every single move, decision taken and each isolated event that involves a company or public figure, is scrutinised, documented and publicised globally, compounding the task of reputation managers. Just ask BP, Toyota or Tiger Woods.
Autor*in
Stuart Roper