Reputation management
By: Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck, editors
Series: Management for professionals
Publisher: Springer
Published: 2011
Place of publication: Berlin; New York
Language: eng
Number of pages: 297
ISBN-13: 9783642192654
Subjects: Public relations; Corporate image; Management; Communication in management; Corporations
Description: Reputation is one of the most complex assets of an organization. Despite the call for consistent management of corporate reputatation, comprehensive approaches to measure and steer a company's reputation are still in their infancy. Reputation management aims at creating a balance between stakeholder demands, prceptions and corporate reality in order to foster behavior that helps a company achieve its business goals.
Notes: Includes bibliographical references.
Table of contents: title: Pt. 1. Introduction; title: pt. 2. Approaching corporate reputation; title: pt. 3. Measures and impacts; title: pt. 4. Reputation management in practice; title: pt. 5. Future trends of reputation management.