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Synopsis
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.
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About the Author
Grahame Dowling, is professor of Marketing at the Australian Graduate School of Management. He is one of Australia's leading researchers and writers on marketing and its importance in today's successful corporations and organizations. In 1997, Dowling was named the Distinguished Marketing Researcher in Australia and New Zealand for his work on the adoption and diffusion of innovations.
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Creating Corporate Reputations : Identity, Image, and Performance
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Oxford University Press, Incorporated, 2001
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ISBN 13: 9780199241637
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Creating Corporate Reputations : Identity, Image, and Performance
Published by
Oxford University Press, Incorporated, 2001
ISBN 10: 0199241635
ISBN 13: 9780199241637
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Creating Corporate Reputations : Identity, Image, and Performance
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Creating Corporate Reputations: Identity, Image and Performance (eng)
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Creating Corporate Reputations : Identity, Image, and Performance
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