Ebook Reputation: Realizing Value from the Corporate Image By Charles J. Fombrun

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Reputation: Realizing Value from the Corporate Image By Charles J. Fombrun

Ebook Reputation: Realizing Value from the Corporate Image By Charles J. Fombrun

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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

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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.

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