Reputation Management

2011
ISBN: 978-3-642-19265-4
Verlag: Springer

Buch, Englisch, 300 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 629 g

Reihe: Management for Professionals

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?

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Helm, Sabrina

Storck, Christopher

Liehr-Gobbers, Kerstin

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations

Inhaltsverzeichnis

Introduction.- Approaching Corporate Reputation.- Measures and Impacts.- Reputation Management in Practice.- Future Trends of Reputation Management.