Shaping the Corporate Image
Marion G. Sobol, Gail E. Farrelly, Jessica S. TaperISBN: 0899305644;
This book discusses how a corporate reputation is acquired, maintained, and nurtured. Academic and practitioner literature on this topic is explained and discussed, and the views of interviewed chief executive officers and public relations specialists are summarized and analyzed. The authors, two university professors and a public relations specialist, give numerous examples of successful and unsuccessful strategies. The reader is provided with a detailed background for reputation building in the 1990s and beyond.
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