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Good reputations, says Charles Fombrun, create wealth. In this thoroughly accessible book, Fombrun shows that by developing strong and consistent images, well-regarded companies generate hidden assets - or reputational capital - that give them a distinct advantage.
Reputation examines how companies in a variety of industries, such as international fashion, investment banking, packaged goods, and even U.S. business schools, compete for prestige and achieve celebrity.
Vital, relevant, and readable for professionals in public, community, investor, and employee relations as well as brand and marketing managers and senior executives.
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Charles Fombrun is research professor of management at the Stern School of Business, New York University.From Booklist:
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. Barbara Jacobs
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Book Description Harvard Business Review Press, 1996. Hardcover. Condition: New. Never used!. Seller Inventory # P110875846335
Book Description Harvard Business Review Press, 1996. Hardcover. Condition: New. Seller Inventory # DADAX0875846335
Book Description Harvard Business Review Press. Hardcover. Condition: New. 0875846335 This is a hardcover book with dust jacket. Seller Inventory # AR28
Book Description Harvard Business Review Press. Hardcover. Condition: New. 0875846335 New Condition. Seller Inventory # NEW7.0468740
Book Description Harvard Business Review Press, 1996. Condition: New. book. Seller Inventory # M0875846335