Reputation Management: Marketing 04.05 Paperback - 2002 - 1st Edition

From the rear cover

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From the jacket flap

Fast track route to mastering all aspects of reputation management.

Covers all the key techniques for successful reputation management, from understanding interest groups to communicating key messages, and from selecting the best channels to developing a tactical plan.

Examples and lessons from some of the world's most successful businesses, including Unilever, Bitor and Royal Dutch Shell.

Includes a glossary of key concepts and a comprehensive resources guide.