How to Measure and Manage Your Corporate Reputation

Zusatztext 'This is a concise! well presented and highly focused volume that deals with an aspect of corporate identity that company executives ignore at their peril.' Economic Outlook and Business Review '...a very useful guide and tool to practitioners and managers concerned with corporate reputation! understanding stakeholders' influence and building a reputation management plan. It is an excellent read focusing on reputation and brand and the relationship between them. Individuals and organizations will benefit from the knowledge and hands-on experience presented in this book. This will help an organization generate and retain business opportunities by better managing previously unseen barriers. Many examples are given on how organizations spend on advertising to build brand awareness and values even before the organization started and the importance of setting up a number of management programmes to manage reputation! crises and stakeholders.' The Electronic Journal Informationen zum Autor Terry Hannington is a marketing consultant based in Sweden. His recent assignments have included assisting ITSMA! a US-based brand and marketing consultancy! acting as Managing Director to build a presence in Europe. Previous roles include Vice President of Marketing at Olivetti Ivrea Italy and Marketing Director EMEA at Diebold Inc.! Paris France. Zusammenfassung 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. Inhaltsverzeichnis Chapter 1 Introduction; Chapter 2 What is the Difference Between a Brand and a Reputation?; Chapter 3 How is a Corporate Reputation Built Over Time?; Chapter 4 360° Mapping of Stakeholder Influence; Chapter 5 Building Executive Commitment to Measure your Reputation and the Key Role of Communications; Chapter 6 Researching your Organisation’s Reputation; Chapter 7 The Results of your Research; Chapter 8 Building and Implementing the Plan; Chapter 9 Managing the Industry Analysts; Chapter 10 A Case in Point; Chapter 11 The Time to Take Action;...

Dettagli sul prodotto

• Autori: Terry Hannington, Hannington Terry
• Editore: Taylor & Francis Ltd.
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 28.01.2004
• EAN: 9780566085529
• ISBN: 978-0-566-08552-9
• Pagine: 112
• Categorie: Scienze sociali, diritto, economia > Economia > Management; Advertising, Public Relations, BUSINESS & ECONOMICS / Public Relations, BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Sales & Selling / Management, BUSINESS & ECONOMICS / Finance / General, BUSINESS & ECONOMICS / Sales & Selling / General, DESIGN / Graphic Arts / Commercial & Corporate, Sales & marketing management, business strategy, Industrial / commercial art & design, Sales & marketing, Sales and marketing, Design, Industrial and commercial arts, illustration, Sales and marketing management, Financial Reporting, Financial Statements