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The 18 immutable laws of corporate reputation : creating, protecting, and repairing your most valuable asset

Author: Ronald Alsop
Publisher: New York : Free Press, ©2004.
Series: Wall Street journal book.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Veteran journalist Ron Alsop recounts numerous tales from household names such as Starbucks, McDonald's, Coca-Cola and Microsoft in this study of that vital element of doing business - corporate reputation. With 85 per cent of companies interviewed believing that reputation can have a major impact on business performance, this book shows you the benefits of a good reputation and the consequences of a bad one as  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Ronald Alsop
ISBN: 074323670X 9780743236706
OCLC Number: 53919276
Description: xii, 306 pages ; 24 cm.
Contents: Part 1: Establishing a good reputation --
Maximize your most powerful asset --
Know thyself-measure your reputation --
Learn to play to many audiences --
Live your values and ethics --
Be a model citizen --
Convey a compelling corporate vision --
Create emotional appeal --
Part 2: Keeping that good reputation --
Recognize your shortcomings --
Stay vigilant to ever-present perils --
Make your employees your reputation champions --
Control the Internet before it controls you --
Speak with a single voice --
Beware the dangers of reputation rub-off --
Part 3: Repairing a damaged reputation --
Manage crises with finesse --
Fix it right the first time --
Never underestimate the public's cynicism --
Remember--being defensive is offensive --
If all else fails, change your name.
Series Title: Wall Street journal book.
Other Titles: Eighteen immutable laws of corporate reputation
Wall Street journal.
Responsibility: Ronald J. Alsop.
More information:

Abstract:

A veteran "Wall Street Journal" authority on branding offers a most timely look at why problems in corporate reputation have never been more widespread--and gives organizations the 18 rules to follow  Read more...

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Joy Marie Sever, Ph.D. Senior Vice President and Director, The Reputation Practice at Harris Interactive "The 18 Immutable Laws of Corporate Reputation" is a unique combination of expert journalistic Read more...

 
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