Reputation Marketing: Building And Sustaining Your Organization's Greatest Asset - Hardcover

Marconi, Joseph

Hardcover

ISBN 10: 0658014293 ISBN 13: 9780658014291

Publisher: NTC Business Books,U.S., 2001

Synopsis

In a study conducted by PR Week, more than 85 percent of CEOs said that effective management of a corporation's reputation is critical to its market value. "Reputation Marketing" reveals steps marketers can take to shape, nurture, and protect their reputations. With case studies from companies such as Ford, Firestone, and Levi's, it provides in-depth coverage of subjects including the role of research in building reputation, use of new media resources to further a reputation, proven strategies for improving a "bad" reputation, and more.

About this title

From the Publisher:

 Reputation management is of high interest to upper-level business readers. 85% of Fortune 500 CEOs believe that effective management of corporate reputation affects stock performance. And the top 200 of Fortune s Most Admired Companies spend more than twice as much money on PR than companies with weaker reputations (PR Week)
 Includes in-depth looks at reputation marketing issues related to the American Medical Association, Ford and Firestone, Levi s, American Express, The Gap, Virgin, Accenture, and other well-known companies.
 The first book on the market to focus singularly on the role of reputation management from a comprehensive marketing perspective
 Part of the co-publishing program with the American Marketing Association.

From the Back Cover:

Can you measure the value of a good reputation?

-Negative publicity forces the American Medical Association to back out of a deal promoting Sunbeam health-care products'and to pay Sunbeam $9.9 million
-Levi-Strauss is written off as stodgy and unfashionable by the all-important youth market and loses its long-held position as the world's preeminent maker of denim jeans
-Nike carefully crafts an image of athletic shoes as a symbol of skill, rebellion, and individuality and commands a premium price in a saturated marketplace

How much profit has Nike's good reputation netted for the company? At the same time, what has a tarnished reputation cost Levi-Strauss? Reputation Marketing is the most comprehensive book to explore this important subject and provide specific strategies'
supported by case histories and examples'for establishing and maintaining a positive, bottom-line-enhancing corporate reputation.

Written by influential marketing veteran Joe Marconi, Reputation Marketing bypasses the theoretical to provide concrete guidelines, examples, and insights for maintaining a company's standing in the public eye. Drawing important distinctions between reputation marketing, brand marketing, and image marketing'and the often-dissimilar steps needed to establish and maintain each'this practical book covers subjects including:

-How to maximize the power of certain words and the images they bring to mind
-The integral role of research in determining public expectations and requirements
-How new media sources such as the Internet can both build and harm reputations

Effective reputation management is critical to any company's competitive position and overall market value. From the many different aspects of reputation to the role of research and media in building and furthering a reputation, Reputation Marketing paints an easy-to-follow, uncompromising picture of the impact of reputation on long-term success and provides today's most comprehensive overview on the successful, profitable management of reputation through all modern marketing channels.

About this edition

• Publisher: NTC Business Books,U.S.
• Publication date: 2001
• ISBN 10: 0658014293
• ISBN 13: 9780658014291
• Binding: Hardcover
• Number of pages: 256