Полное описание

Reputation Management : сборник научных трудов / edited by Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck. - Electronic text data. - Berlin ; Heidelberg : Springer Berlin Heidelberg, 2011. - (Management for Professionals). - URL: http://dx.doi.org/10.1007/978-3-642-19266-1. - Загл. с экрана. - ISBN 978-3-642-19266-1. - DOI 10.1007/978-3-642-19266-1. - Текст : электронный.
Содержание:
Introduction -- Approaching Corporate Reputation -- Measures and Impacts -- Reputation Management in Practice -- Future Trends of Reputation Management.

ГРНТИ	УДК
82.17	005.336.6

Рубрики:
business
marketing
public relations
business and Management
corporate Communication/Public Relations
marketing

Аннотация: Reputation is the most complex asset of an organization. Despite the call for consistent management of corporate reputation 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, perceptions and corporate reality in order to foster behavior that helps a company achieve its business goals. It needs to be based on thorough research and requires orchestrated execution through management processes across organizational units, communication disciplines, and countries. This calls for a management system to establish a closed cycle of strategic planning, implementation, performance measurement, and reporting. The book gives answers to the following questions: What is reputation and which conceptualizations do exist? What are the state-of-the-art methods and tools to measure corporate reputation? What are best practice examples and future trends in the field of corporate reputation management?
Доп. точки доступа:
Helm, S.\editor.\
Liehr-Gobbers, K.\editor.\
Storck, C.\editor.\

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