Creating Corporate Reputations : Identity, Image, and Performance (Paperback)--by Grahame Dowling [2002 Edition] ISBN: 9780199252206
Author(s)
Grahame Dowling
Grahame Dowling
Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies become corporate super brands and it presents managers with a framework to proactively enhance their corporation's desired reputation. Drawing on more than fifteen years of research, executive seminars, and consulting experience, Dowling emphasizes the roles that customer value and organizational culture play in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change.
Keywords
Corporate image, Corporations--Public relations, Corporations--Public relations--Case studies, Brand name products--Management, HD59.2 .D695 2002
Corporate image, Corporations--Public relations, Corporations--Public relations--Case studies, Brand name products--Management, HD59.2 .D695 2002
Name in long format: | Creating Corporate Reputations : Identity, Image, and Performance (Paperback)--by Grahame Dowling [2002 Edition] ISBN: 9780199252206 |
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ISBN-10: | 0199252203 |
ISBN-13: | 9780199252206 |
Book pages: | 320 |
Book language: | en |
Edition: | New Edition |
Binding: | Paperback |
Publisher: | Grahame Dowling |
Dimensions: | xx, 299 p. : ill. ; 24 cm. |