The 18 immutable laws of corporate reputation : creating, protecting & repairing your most valuable asset - ALSOP (London : Kogan Page, 2004)
In this illuminating study of that vital element of doing business-corporate reputation-veteran journalist Ron Alsop recounts numerous tales from household names such as Starbucks, McDonald's, Coca-Cola and Microsft. With 85 per cent of companies interviewed believing that reputation can have a major impact on business performance, this book shows you the benefits of a good reputation and the consequences of a bad one, as well as how to measure reputation and nurture a good one. Alsop provides 18 laws, drawn from years of expirience, covering every aspect of corporate reputation.
Keywords: Brand name products -- Management; Corporate image; Corporations -- Public relations