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 | | Creating Corporate Reputations: Identity, Image, and Performance by Grahame Dowling ISBN-10: 9780199241637 ISBN-10: 0-19-924163-5 ISBN-13: 9780199241637 ISBN-13: 978-0-19-924163-7 Hardcover 2001-02-15 Oxford University Press, USA Find Lowest Price |
Editorials | ||
Product Description Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies become corporate super brands and it presents managers with a framework to proactively enhance their corporation's desired reputation. Drawing on more than fifteen years of research, executive seminars, and consulting experience, Dowling emphasizes the roles that customer value and organizational culture play in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change. | ||
Reviews | ||
Good to read This book is full the latest case like in the IBM, Exxon, Johnsons and Johnsons with a lot of models!That's great. | ||