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  • Format: ePub


Presenting the most up-to-date content available this essential textbook is a must-read for all those studying and working in this field. This book helps readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding.…mehr

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Produktbeschreibung
Presenting the most up-to-date content available this essential textbook is a must-read for all those studying and working in this field. This book helps readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding.

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

  • Produktdetails
  • Verlag: Taylor & Francis Ltd.
  • Seitenzahl: 328
  • Erscheinungstermin: 07.08.2007
  • Englisch
  • ISBN-13: 9781134335053
  • Artikelnr.: 38258447
Autorenporträt
Cees B.M. van Riel is Professor of Corporate Communication at the Rotterdam School of Management at Erasmus University in The Netherlands and Managing Director of the Reputation Institute.
Charles J. Fombrun is Emeritus Professor of Management at New York University and Executive Director of the Reputation Institute, a privately held research and consulting firm that he created in 1999.
Erasmus University Rotterdam, The Netherlands
The Reputation Insitute, New York
Inhaltsangabe
Introduction: The Communication System 1. What is Corporate Communication? 2. From Communication to Reputation 3. Building Identity and Identification 4. Measuring Corporate Identity 5. Communicating with the Corporate Brand 6. Developing a Reputation Platform 7. Expressing the Company 8. Communicating with Key Stakeholder Groups 9. Assessing the Effectiveness of Corporate Communication 10. Applied Reputation Research 11. Organizing Corporate Communication
Rezensionen
"In the past decade Charles Fombrun and Cees van Riel have succeeded in making reputation relevant to professional experts and the corporate boardroom alike. In years to come reputation management will become as indispensable to the corporate world as accounting and business management are right now."--Jules Prast, Executive Vice President & Global Director of Corporate Communications, Royal Philips Electronics "This volume offers a sophisticated how-to guide, modeling the flow and language that architects of communication systems could immediately appply wtih precision and skill." -- Choice