Reputation Marketing:
Building and Sustaining Your Organizations Greatest Asset
By JOE MARCONI
INTRODUCTION
In a study conducted by PR Week, more than 85 percent of CEOs said that effective
management of a corporation's reputation is critical to its market value. Reputation
Marketing reveals steps marketers can take to shape, nurture, and protect their
reputations. With case studies from companies such as Ford, Firestone, and Levi's, it
provides in-depth coverage of subjects including the role of research in building
reputation, use of new media resources to further a reputation, proven strategies for
improving a "bad" reputation, and more.
CONTENTS
CHAPTER 1. Who Do You Think You Are? Understanding Reputation Marketing
CHAPTER 2. Attitudes and Awareness: The Role of Research in Building Your Reputation
CHAPTER 3. A Long and Distinguished History . . . or Not: Using What You Have (or What You
Don't Have) to Manage Your Reputation
CHAPTER 4. Looking the Part
Dressing for Success, for
Failure, or Just to be Noticed
CHAPTER 5. Putting Your Reputation on the Line Online: Reputation Marketing in the
Internet Age
CHAPTER 6. Damage Control: Changing a "Bad Reputation"
CHAPTER 7. The Halo Effect and Borrowed Interest: Getting Ahead on Someone Else's
Reputation
CHAPTER 8. The Reputation Marketing Casebook: About Companies That Built, Changed, or
Exploited Their Reputation
CHAPTER 9. A Crash Course in Reputation Marketing
232 pages
