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Reputation: Realizing Value from the Corporate Image
     

Reputation: Realizing Value from the Corporate Image

by Charles J. Fombrun
 
Reputation shows how companies in a variety of industries like fashion,investment banking,and packaged goods-and even U.S. business schools-compete for prestige and achieve celebrity. Anchored by in-depth case studies that document how J. P. Morgan,Church & Dwight,and Salomon Brothers nurture,exploit,and protect their reputational capital,Reputation provides

Overview

Reputation shows how companies in a variety of industries like fashion,investment banking,and packaged goods-and even U.S. business schools-compete for prestige and achieve celebrity. Anchored by in-depth case studies that document how J. P. Morgan,Church & Dwight,and Salomon Brothers nurture,exploit,and protect their reputational capital,Reputation provides managers with a road map for auditing the standing of their own companies and examines strategies for building,sustaining,and defending corporate reputation.

Editorial Reviews

Barbara Jacobs
Management professor Fombrun beckons us inside many of the most admired companies in the U.S. to scrutinize the workings of the most intangible asset of all: corporate reputation. Much of what he says has appeared in highly specialized publications; in fact, his book represents the most recent popularized version of this topic--and one that is easy to read and understand. A second part focuses on specific industries--fashion, financial services, MBA schools, and specific companies--all to drive home points made in the first part.
Booknews
Fombrun (management, New York U.) shows how companies generate reputational capital by developing strong and consistent images, examining how companies compete for prestige and achieve celebrity. He examines the identity consulting business, provides case studies of reputation management, and outlines an integrated approach to reputation management. Of interest to professionals in public relations and marketing. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

ISBN-13:
9780875846330
Publisher:
Harvard Business Review Press
Publication date:
01/28/1996
Pages:
441
Product dimensions:
6.34(w) x 9.76(h) x 1.25(d)

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