附註:The authors; Preface; Acknowledgments; Contents; Introduction; 1 The origin of reputation; 2 Stakeholders; 3 Internal communications and corporate reputation; 4 Brands: The glue of reputation; 5 The tools of corporate reputation: Integrated marketing communications (IMC); 6 Corporate social responsibility (CSR) and ethics; 7 Strategy, planning and measurement; 8 Risk, issues and crisis management; 9 E-marketing and reputation management; Chapter 10 Case studies and essays; Case study 1 Why reputation is the most important asset at FedEx; Case study 2 Volvo Car Corporation: A model citizen
Case study 3 The Duke of Edinburgh's Award International AssociationCase study 4 Sarasota Memorial Health Care System (Florida, USA); Case study 5 ITF -- The International Trust Fund for demining and mine victims assistance -- Slovenia; Case study 6 The HSBC global education challenge -- 'A race for education'; Essay 1 The true meaning of reputation; Essay 2 Forty-Sixty, the new Eighty-Twenty
摘要:Offering practical and expert advice to public relations specialists and consultants, this book provides tips on managing both internal and external communications and their internal and external stakeholders more effectively.
