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Reputation: Realizing Value from the Corporate Image, by Charles J. Fombrun
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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.
- Sales Rank: #1638475 in Books
- Brand: Brand: Harvard Business Review Press
- Published on: 1996-01-01
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 9.75" h x 6.50" w x 1.25" l, 1.95 pounds
- Binding: Hardcover
- 456 pages
- Great product!
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
From the Back Cover
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.
About the Author
Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.
Most helpful customer reviews
2 of 3 people found the following review helpful.
Invaluable for PR Counselors
By A Customer
Fombrun's REPUTATION is an invaluable tool that can help PR counselors better explain the importance of actively managing the client's internal and external images.
The hardline examples from famous American businesses are very impactful; the messages are impossible to miss.
In fact, when one client said he thought Reputation Management was unnecessary, because his sales were doing well, I asked him:
"What is it you know that the Fortune 500 companies obviously don't? They're apparently wasting millions of dollars every year on PR."
Enough said.
3 of 3 people found the following review helpful.
Reputations do matter!
By Annette Mentasti
This book is exactly what I needed. The chapter on the Harvard reputation building will now form part of the research for my MBA dissertation. Fombrun clearly sets out perceptual mapping and the real value that companies can gain from reputation building.
The book is technically just right, not too light with just the right amount of researched data to back up statements made.
I highly recommend it to any company trying to decide what else it could do to boost sales.
0 of 0 people found the following review helpful.
A very good Public Relations book
By Amazon Customer
Very good Public Relations book. Very insightful information on PR Counselors. Good chapter on Harvard reputation building. I enjoyed this book very much.
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