The 18 Immutable Laws Of Corporate Reputation (creating, Protecting & Repairing Ur Most Valuable Asset)

Veteran journalist Ron Alsop recounts numerous tales fromhousehold names such as Starbucks, McDonalds, Coca-Cola and Microsoft in thisilluminating study of that vital element of doing business – corporatereputation. With 85 per cent of companies interviewed believing that reputationcan have a major impact on business performance, The18 Immutable Laws Of Corporate Reputation shows you the benefitsof a good reputation and the consequences of a bad one as well as how to measurereputation and nurture a good one. The author provides 18 laws, drawn from years ofexperience, covering every aspect of corporate reputation. He shows you how toidentify the most likely threats to your company; how to use the Internet as atool to control perceptions and how to strike the best compromise betweengratuitous publicity and spreading the word about good deeds. This book is notonly ideal for business executives, but also for anyone eager to know more aboutthe companies they deal with, or whose products they buy. Including comments andadvice from industry figures and peppered with real-life case studies, this is afascinating read.