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.…mehr
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.
Dr Stuart Roperis Senior Lecturer in Marketing at Manchester Business School (MBS), UK. His main teaching interests focus on branding and communications, corporate reputation, marketing strategy and services marketing. He teaches undergraduate, Masters and MBA classes at the school as well as being involved in executive education with senior managers at a large number of blue chip organisations. He is the Programme Director of MBSs Corporate Communications and Reputation Management Masters programme. Chris Fill is a Director of Fillassociates. He has authored several books, including his internationally recognised Marketing Communications. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at the Business School in Grenoble and is a Fellow of the Chartered Institute of Marketing. He was the Senior Examiner responsible for the development of the CIMs Professional Postgraduate Diploma module, Managing Corporate Reputation. www.fillassociates.co.uk
Inhaltsangabe
Chapter 1 The Rise of Corporate Reputation Chapter 2 The Scope of Corporate Reputation Chapter 3 The Significance of Corporate Culture Chapter 4 Measuring Corporate Reputation Chapter 5 The Branding-Reputation Dilemma Chapter 6 The Rise of Corporate Brands Chapter 7 Measuring Corporate Brands Chapter 8 The Future for Brands Chapter 9 The Dimensions of Corporate Communication Chapter 10 Contexts for Corporate Communication Chapter 11 Symbols, Tools and the Media Chapter 12 Methods of Corporate Communication
Chapter 1 The Rise of Corporate Reputation Chapter 2 The Scope of Corporate Reputation Chapter 3 The Significance of Corporate Culture Chapter 4 Measuring Corporate Reputation Chapter 5 The Branding-Reputation Dilemma Chapter 6 The Rise of Corporate Brands Chapter 7 Measuring Corporate Brands Chapter 8 The Future for Brands Chapter 9 The Dimensions of Corporate Communication Chapter 10 Contexts for Corporate Communication Chapter 11 Symbols, Tools and the Media Chapter 12 Methods of Corporate Communication
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